Servite Rebrand

When brand evolution is all you need for a big win.

When it comes to education in Orange County, California, competition is fierce. Servite High School is one of the few remaining all-boys Catholic high schools in the area. With a deep history in helping to shape young men into incredible leaders, the school has a heavily engaged alumni group. 

While the school had been proactive in implementing new, exciting programs and curriculum such as a nation-leading robotics program, it hadn’t put the same energy to its branding. Over time, the story of Servite had lost its core message and its visual identity had been recreated a dozen different ways across campus departments, including athletics. 

To regain traction in the community, Servite looked to Daake to guide the institution through a comprehensive rebrand. Brand strategists led interviews and surveys with school leaders, alumni, current parents and students. Research showed the full impact the school was having on the lives of these young men; a new brand would help bring this truth to life to elevate the level of pride current students, staff, parents and alumni feel, while encouraging new families to enroll. The new brand was a true evolution—honoring the past while positioning the school toward the future. Through a simple yet powerful message and a clarified brand identity, Daake provided the tools Servite needed to get more wins in terms of enrollment and constituent support.

Work we did:

• Brand strategy

• Brand identity

• Athletic department identity

• Brand guidelines

• Campus signage

• Website redesign

• Marketing collateral

• Tradeshow booth materials

• Branded merchandise

When it became orange:

We always spread-out existing materials at the beginning of a rebrand. After seeing the Servite brand clarified, from a dozen or more iterations to one bold, striking identity—it’s an incredibly powerful thing. The brand now reflects the strength of the school.