MJC is a school like no other, that’s changing lives every single day. Slight problem, no one knew about them.
"MJC is the best experience that has happened not only to our son, but our entire family"
- MJC parent
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.
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:
The campaign has now won 3 national awards: 2023 Australian Marketing Institute Excellence Awards for Brand Revitalisation, two Gold Awards at 2023 Transform ANZ Awards for Best Visual Identity from the Education Sector and Best Brand Development to reflect a change in mission, values and positioning.
Graphic design: Jasmine Fletcher
Photography: Ange Maloney
Video: Toybox films
Creative building: Feather Edge
