PENABUR INTERNATIONAL: Joy of Learning
PENABUR International is the international school of BPK PENABUR, a Christian education foundation founded in 1950, with campuses in Kelapa Gading and Tanjung Duren, Jakarta, for primary, secondary and junior college. EGGHEAD Branding Agency audited the brand, defined its strategy and built a playful visual system around one idea: Joy of Learning.
Enjoyment creates achievement
The audit showed that PENABUR’s excellence carried two sides: pride in achievement, and the pressure that comes with it. While other schools competed on grades and trophies online, we positioned PENABUR International as the international school that builds the right foundation on Christian values, for students and parents who want learning to be enjoyed.
The brand essence, Joy of Learning, sums it up: we believe that enjoyment creates achievement, not the other way around. Three values guide every message, Purpose, Freedom and Family, with a personality that is determined, enthusiastic and thoughtful.
Shapes that play
We kept the PENABUR shield and built a playful system around it: bright supergraphic shapes in yellow, pink and blue that move across banners, brochures, school corridors and social media. Photography and copy follow the same direction, casual and enthusiastic, showing real moments of dynamic, fun learning rather than trophies alone.
BRAND AUDIT & STRATEGY
Target market and competitor analysis, brand essence, values, personality, perception, positioning and brand direction.
BRAND GUIDELINE
Logo usage, colour palette, typography, supergraphic, photography and videography guidelines, plus marketing tools such as banners, brochures, folders and stationery.
SOCIAL MEDIA & CAMPAIGN
A social media guideline and templates, and with our partner Narrativ, the #LearningwithJoy campaign idea for digital activation.
