School of Rock was suffering from an identity problem. Aside from being a school that clearly teaches rock ‘n’ roll to teens and tweens, there was some confusion as to the brand’s purpose.
To figure this out, VSA led a brand summit with key leaders and stakeholders to uncover the purpose, values and character of the brand. Armed with the findings, a brand book was created to serve as the blueprint for the organization. It included Five Immutable Truths most notably that School of Rock is performance-based education. It’s not about learning chords, it’s about making kids feel inspired and empowered through performance. Along with its new brand voice, character and most important, its purpose, School of Rock has the foundational tools to create a unified identity for its network of schools.