Leading Women



Founded in 1912, McGehee (www.McGeheeSchool.com) is one of the most renowned schools in New Orleans. McGehee serves girls from preschool through 12th Grades. Competing against well-known independent and co-educational schools, area Catholic schools, and post-Katrina charter schools, McGehee sensed the new generation of New Orleans perceived the School to be more a place for debutante’s than who they were really graduating - independent thinkers, creative problem solvers, and community activists.



During a 12-week period, Ovus & Ater contemporized the Logo - retiring the iconic gate art which now unintentionally underlined the misperception of old-fashioned thinking associated with the School - and shortening the graphic expression of the School’s name from Louise S. McGehee School to McGehee (which is how everyone colloquially referred to the School). Ovus & Ater also designed and introduced a new Tagline that boldly affirmed the profile of student they cultivated and graduated - Leading Women. McGehee alumnae were leaders across the New Orleans community and in industries around the country. This Tagline has additional meaning, as well, as this is exactly the role fulfilled by the School’s faculty and staff. They are indeed leading the women and women-to-be of McGehee.



Ovus & Ater produced provocative web stories that shared the remarkable stories of McGehee’s faculty.

Ovus & Ater coached faculty, staff, and Trustees to communicate Leading Women across their personal eco-systems and New Orleans society.

Ovus & Ater advised McGehee in how to most effectively incorporate the Leading Women positioning into the website, highlighting stories of McGehee’s amazing alumnae.

Ovus & Ater developed an actionable Enrollment Plan to refocus McGehee’s recruiting efforts.