ACS Vision One Case Study

Global Re-Branding Research

Qualitative and quantitative survey research to evaluate to successfully refresh the ACS International Schools brand.

Vision One’s Qualitative and Branding teams worked closely with ACS International to develop and optimise a radical new logo to help ensure the success of their rebranding research through customer research. 

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The Challenge

Founded in 1967 to serve the needs of global and local families, ACS International Schools (ACS) educate over 3,700 students, aged 2 to 18, day and boarding, from more than 100 countries. Vision One was commissioned to undertake a study as part of an ACS rebranding project. The research involved undertaking rigorous brand name and design research across all four schools (ACS Cobham; ACS Egham; ACS Hillingdon; and ACS Doha in Qatar) to help develop and determine the preferred branding design.

Research Approach

Vision One adopted a mixed-methodology approach consisting of a series of qualitative Individual Depth Interviews (IDI’s) as well as an online quantitative survey. The research was conducted among staff, parents of current ACS students, and alumni across all four schools.

Research Findings

Through evaluating a series of prospective branding options, our research identified a brand architecture and design that performed strongest across a range of metrics amongst the stakeholders.

ACS were able to use our insights to further refine, shape and develop its new branding prior to rolling the new identity out to all the schools. Client feedback has indicated that the rebranding has been highly successful.