guts logo | Brand Strategy Agency
Client:

Margaret Jurd College

A Place To Belong

MJC is a school like no other, that’s changing lives every single day. Slight problem, no one knew about them.

Key Insight

"MJC is the best experience that has happened not only to our son, but our entire family"
- MJC parent

A Place To Belong Margaret Jurd College image | gutscreative | Creative Brand Agency

Strategy

Armed with real human insights, we developed the heart of the MJC brand. Their purpose, to empower personal growth, being centered around their point of difference of seeing the individual. 

We completely re-branded MJC, bringing to life their brand proposition of a place to belong and positioning their brand as bold, unconventional and empowering. The MJC pattern is the visual embodiment of their ethos that one size doesn’t fit all; each shape is truly one of a kind and no two sides are the same. 

A Place To Belong Margaret Jurd College image | gutscreative | Creative Brand Agency

The result?

The new brand has been embraced by students and staff, uniting the team who are now MJC’s proudest advocates, with students even re-creating the new brand in art class.

The new brand launched around Newcastle on billboards, cinema, press, online and at local shopping centres! The campaign was such a success they saw a:

  • 177% increase in the number of enquiries received
  • 347% increase in new visitors to the website
  • 164% increase in Facebook engagement
  • 51% view rate on YouTube

The campaign has been named national winners of the 2023 Australian Marketing Institute Excellence Awards for Brand Revitalisation!

A Place To Belong Margaret Jurd College image | gutscreative | Creative Brand Agency
A Place To Belong Margaret Jurd College image | gutscreative | Creative Brand Agency
A Place To Belong Margaret Jurd College image | gutscreative | Creative Brand Agency
A Place To Belong Margaret Jurd College image | gutscreative | Creative Brand Agency
Our new brand has helped young people with mental health concerns and their desperate parents find us. Our referrals have increased and our ability to care for them has dramatically improved. This wasn’t just a business move and Guts understood that and delivered. Well done Guts… and thank you!
Darren Twist - Principal, MJC 
Creds:

Graphic design: Jasmine Fletcher  
Photography: Ange Maloney
Video: Toybox films 
Creative building: Feather Edge  

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Guts Creative acknowledges the awesome culture and creativity of the traditional custodians of the Country where we work: Awabakal Nation and Worimi Nation. We walk humbly in their footsteps, support the protection of their invaluable knowledge, and are inspired to do better by Elders past and present.
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