Background:

University Prep (UPrep), a group of elementary schools in Denver, has been doing great things. 

Strong academics? Check. Happy parents and staff? Check, check. But in the competitive world of school choice where head count fuels funding, their story wasn’t resonating beyond their immediate neighborhoods, making plans to expand difficult.

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Challenge:

And funding wasn’t the only issue. UPrep also found itself facing a perfect storm of negative external perceptions, a growing teacher shortage and rising anti-charter sentiment. All told, it was time for a fresh take – a brand reset that would shift UPrep’s story from academic rigor and no-nonsense environments to something bigger, brighter and more family-friendly.

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Spark:

To get started, we worked to understand UPrep on a deeper level. Through interviews with teachers, leadership, and families – plus a competitive audit and contextual research – we identified three key insights driving audience behavior:

• Seeking Normalcy: Families and teachers crave comfort and connection in this fast-paced, complex world.
• Hashtag Activism: People, particularly UPrep’s Gen Z teachers and staff, gravitate to roles with a sense of purpose and aim to work for a place that stands for something bigger.
• Identity Exploration: Individuality is key. Families want schools that celebrate originality and recognize each student's own potential.

Our discovery process also revealed that UPrep isn’t just about A+ report cards and impressive test scores – though they’ve got plenty to go around. It’s about creating places where kids feel supported and empowered to take on the world. We learned that UPrep helps students create a life of possibility, where kids can dream big and gain the confidence to chase those dreams.

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With our findings, we developed an aspirational new brand platform.

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Promise: 

"Making Dreams Possible."

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Mantra:

At University Prep, we believe every child deserves a high-quality education, no matter their background or circumstances. With an unwavering commitment to academic excellence and character development, we provide the structured, yet loving foundation students need to achieve their dreams. Together with their families, we help students aim higher, overcome obstacles and achieve any goal. At UPrep, we make dreams possible.

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Change:

The rebrand worked. Within a year, family satisfaction scores increased by 3%, with UPrep schools standing out in the crowded charter landscape as a top choice for those seeking both academic excellence and a nurturing community.