TanenbaumCHAT’s Brand: From School to Experience

The Problem:

The Anne and Max Tanenbaum Community Hebrew Academy of Toronto (TanenbaumCHAT) is one of Toronto’s foremost Independent High Schools, and one of the leading Jewish schools in the world.

TanenbaumCHAT is more than just education; it is a total experience, including athletics, music, drama, annual trips to Israel–experiences that will shape each students understanding of themselves and the world around them.

Unfortunately, their existing branding and website simply did not portray how amazing TanenbaumCHAT really is. With a tired official color (burgundy!) and a hard to navigate website, the wonderful experience was being buried. After 50 years, it was time to change the face of the school!

We were more than excited to take on the challenge of re-branding and launching such an amazing client!

The Solution:

We worked together to define the TanenbaumCHAT brand, giving them a new flexible tagline: Living the Experience. Defining the future. Combined with a new, modern and stylish logo and fun colors, their new brand was born.

In the past the focus of the marketing and communications was geared solely towards the parents. With a whole new social world out there we knew that students have a very strong voice and we wanted them to feel a part of all of our marketing messages! This is going to be their experience after all!

So with that in mind we focused our marketing towards parents and students. We created a new brand, a new voice and a new face to the school that included: their new visual identity, a new website, a revamped recruitment package, bus shelter ads and a completely integrated video campaign!

My name is Melanie. I am Academic. I am TanenbaumCHAT.

Transit ad poster from the campaign. Click to see all >

Our creative concept for TanenbaumCHAT’s marketing stemmed from the idea that each student experiences something unique and those unique experiences all add up together to create the TanenbaumCHAT experience as an entirety. From Academic to Spiritual to Creative and Technical, these “I Am” stories embody the experience that TanenbaumCHAT offers.

The campaign includes 7 videos, transit shelter ads, a new website, vibrant print materials and a PR campaign to launch their new identity to the community. This is only the beginning too! We’ve got big plans to continue working with TanenbaumCHAT to continue to connect with their target audience and really showcase what a great school this is for every Jewish student!

Check out the new TanenbaumCHAT.org >