Moreton Bay College

Uniting Church day school for girls

A proud legacy renewed to inspire future generations

LloydGrey partnered with Moreton Bay College to revitalise its school brand, align its values, and create an emotive video prospectus that reversed declining enrolments and sparked a new era of growth.

The challenge: Strengthening enrolments through strategic branding

Moreton Bay College, a respected private girls’ school in Brisbane’s south, had been nurturing young women for more than 110 years. Despite its proud legacy, the College was facing a decline in enrolments and needed a refreshed brand to remain competitive and relevant in the modern educational landscape.

Newly appointed Principal Ms Jennifer Haynes recognised the need for a clear brand strategy that would build pride, connect with prospective families, and position the College for long-term success.

Brand strategy: Clarifying identity and aligning the community

LloydGrey was engaged to conduct a full brand review and develop a compelling new identity that reflected the true essence of the College. Through in-depth workshops with the executive team, we helped define the College’s brand personality, values and vision—capturing what it truly meant to be a Moreton Bay College girl.

From this insight emerged the positioning statement “Breadth of Mind, Depth of Heart,” which articulated the College’s unique focus on both academic rigour and emotional intelligence.

Visual identity: A contemporary expression with respect for heritage

With a clear strategy in place, LloydGrey created a contemporary brand identity rooted in tradition. We respectfully refined the College crest and developed a bold visual and verbal system applied across all brand touchpoints—from colour palettes and typography to photographic style and tone of voice.

A comprehensive photographic library was also created, showcasing life at the College across academic, spiritual, co-curricular and community settings—providing a rich, emotive toolkit for future communications.

Emotive storytelling: A video that captured hearts and drove results

LloydGrey extended the rebrand into a cinematic video prospectus, designed to give prospective parents a deeply emotive glimpse of College life and strengthen enrolment appeal.

Two storytelling videos were produced—a three-minute short film and a thirteen-minute documentary-style feature—each designed to express the College’s culture and values without relying on marketing clichés. Real students, staff and parents were filmed in unscripted, authentic moments that captured the warmth, spontaneity and genuine spirit of the school.

From quiet scenes of triumph in the classroom to heartfelt reflections from teachers and parents, the videos offered a true-to-life view of what it feels like to be part of the Moreton Bay College community.

The storytelling videos became key tools in open days, expos and digital marketing, playing a critical role in the College’s brand awareness and enrolment strategy. They struck an emotional chord with families, helping them make a confident choice for Moreton Bay College.

The results: Record enrolments and renewed school pride

The rebrand delivered measurable results. Moreton Bay College exceeded enrollment goals and attracted families who connected with its refreshed story and values. The updated identity helped position the school against prestigious inner-city competitors while reinforcing its unique character.

More importantly, the work fostered a sense of renewed purpose and pride among students, parents, and staff—unifying the school community and aligning everyone behind a shared vision.

Enduring impact: A brand legacy that continues to inspire

Under Ms Haynes’ leadership and through LloydGrey’s strategic branding, Moreton Bay College reached the highest enrolment levels in its history. The brand foundations developed during this period continue to shape the College’s voice and presence today—proving that authenticity, clarity, and emotional resonance can deliver real, lasting impact.

“We have already seen a return on the investment through a swelling of school pride, increased enrolments and stronger stakeholder relationships both within the MBC and wider school community.”

Marketing Manager — Moreton Bay College