Our Work

Snapshot

Founded in 1926, Marymount New York (www.MarymountNYC.org) is an independent, Catholic day school located in New York City. Marymount serves girls from Nursery through 12th Grade. 

Strategy

The strategic objective was to reposition the Marymount brand in the minds of current and prospective families within a competitive marketplace.

To achieve this goal, Ovus & Ater conducted qualitative research with both internal and external stakeholders. We then analyzed competing brands to understand why parents might choose schools other than Marymount.

Following this, we held a brand workshop with internal stakeholders to share our observations and present our findings. Based on the feedback and insights gathered from the workshop, Ovus & Ater developed a new brand positioning and messaging framework.

Next, we designed a fresh brand identity that included a contemporary logo and the tagline “Open Hearts. Open Minds.” This tagline aligns with the new brand messaging, emphasizing the cultivation of courageous and compassionate leaders. The rebranding process also encompassed the creation of comprehensive brand guidelines, an updated name, mascot, elevator pitch, and new admissions materials, all of which informed the development of an enhanced website.