Project EGA
ClientThe Guardian
Inspired by the work that we had created as part of the Sorrell Foundation’s ‘joinedupdesignfor- schools’ initiative, The Guardian approached Spy to apply this working methodology to rebranding EGA.
They have had a close working relationship with Elizabeth Garrett Anderson (EGA) which is an 11-16 girls’ school located between Angel and King’s Cross in Islington, London. Time Out recently described the schools as: “A poor lot, so most parents leave the borough or move to private schools if they can afford it.”
EGA enjoys a good reputation and is recognised as an “outstanding school” by Ofsted. However, the negative local perceptions lingers and EGA remains undersubscribed, whereby the mythology does not match the reality.
This project is about empowering the pupils to make key, creative decisions in the rebranding process. It allows them to communicate the true achieving reality of EGA and change perceptions, whilst simultaneously developing their education and self-worth.
Through workshops, discussions, inspiring trips, ideas creation and development SPY acted as design collaborators and facilitators in bringing the brand to fruition.
It is the girls who retain ultimate ownership, making presentations to Governors, Staff and the rest of the school. It was an incredible journey and we are now developing all of the collateral for launch that includes signage, print and digital.
Renowned Fashion designer Bella Freud is working with the Team to implement the Brand through a fantastic, bespoke EGA, uniform. You may see them next time you are out and about in Islington!
