Case Study | Liverpool College: Learning with Character

As it negotiated the transition to Academy status, this prestigious independent college promised the best of both worlds: modern education powered by traditional values. However, working with a 170-year heritage, a dynamic, progressive Principal realised that if this was to become a reality, something had to change.

Our work with the Principal and Governors helped DEFINE the change that was required. Interestingly for a college, the challenge wasn’t about grades. It was more about the type of learner its schools were producing and the extent to which they were prepared for the challenge of modern life.

Our RESEARCH showed that the school’s tradition—encapsulated in its motto, ‘Not only the intellect, but also the character’—was simultaneously its most valuable asset and its biggest liability. Rather than inspiring the resilience and strength required for success in the modern world, staff and pupils interpreted ‘character’ in terms of ‘individuality’—personal expression through extra curricular activities.

The task was now clear: reclaim the motto. We needed to rebuild the concept of ‘character’ to make it resonant with its true meaning: resilience, confidence and moral strength. And we needed to infiltrate the culture of the school and the behaviours of its staff and pupils with this refreshed understanding.

Based on this killer insight we developed range of internal communications and individual brand platforms for each of the college’s 5 schools to ENABLE a process of culture change across the college and support the practical changes that had been made to lesson plans and teaching practices.

By monitoring student and staff performance against key metrics associated with the concept of Character, we are undertaking ongoing MEASUREMENT of the impact that Brand Drive Change is having on Liverpool College.