Léman Manhattan Preparatory School

Where does your child go to school?

Master Branding, Brand Voice & Personality: Robin Albin   /  Creative Direction & Design: Susan Hunter & Lauren Webster

The Urgency:

Claremont Preparatory School had a rocky first few years. Turnover was high and the school struggled to enroll students. When Claremont was purchased by the Meritas International Family of Schools they decided to reintroduce the school to the highly competitive New York City Private School Market.

The Insurgency:

We began by renaming and repositioning Claremont as Léman Manhattan. We created the new logo and visual identity. We also worked with architects and administrators to design school facilities including banner placement in classrooms and common spaces. 

World views from every classroom:

Our collateral materials touted the school’s unique approach to education: Critical thinking, rigorous academics, globalism, an authentic international school with established sister schools in Europe and Asia, world class teachers, and measured achievement



We also knew that the NYC Private School scene was ruthlessly competitive.

Attend any NYC function and the first question someone will ask a parent is “Where does your child go to school?”.  By tapping into this insight, we helped introduce Léman Manhattan - a new school without traditions and a reputation – to the community and differentiate this David from the Goliaths.

Our provocative, awareness building campaign included print advertising, website and digital told through the personal experiences of those who knew it best:  its students, parents, teachers and administrators.