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The Curious Go Beyond
A strategy and creative platform built to go beyond
Most private schools are built on pedigree and tradition. Most private schools are for the privileged. The York School is different. A progressive, gender-inclusive and imaginative institution built for the modern world.
Our homework was to capture what made The York School special. To challenge the old establishment of private education in Canada, and help The York School rise above both the competition and the category.
Our solution was curious: Looking beyond the walls of the classroom, we sought to capture childhood wonder. Leaning into the insight that kids ask questions. A LOT of questions.
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“The Curious Go Beyond” included an expansive rebrand that impacted everything from business cards to pencils, hoodies to pep rallies.
In print, out of home and social, the campaign showed how The York School breaks down the walls between academia and the wondrous possibilities of a child’s imagination. Photographed by Nikki Ormerod with CGI illustration by Brad Pickard, the executions were storybook-esque and unlike anything else in the category.
Relatable and timely copy – written about everything from multiverse theory to videogames – was an insightful wink to parents. An acknowledgement of all those questions kids ask, and the real stuff, real kids are into. Copy was hand-rendered with paint brushes and ink, then digitally scanned.
Beyond tradition to a place of pure imagination to show that ‘curious’ can do great things.
