London Academy of Excellence

How do you attract bright young minds to a brand new and unproven sixth form to secure their future?

Firstly, gather seven of the top independent schools in the country plus a dynamic head to get things going. Secondly, locate the sixth form in an exciting redevelopment area, a stone’s throw from the London Olympic site. Thirdly, develop a stand out brand that cuts through the noise of competing sixth forms, colleges and academies.

Independant thinking

London Academy of Excellence (LAE) challenged the Happy Giraffe team to come up with a brand and marketing approach that would give them a flying start right from the off. Having undertaken competitor analysis, our brand workshop with the senior leadership team explored the brand promise and values to drive everything. With a clear vision of supporting young people into the best universities and professions, we set about creating the brand around this.

Breaking the mould

Independent Thinking summed up succinctly (and we thought pretty cleverly) the ability to think for themselves, having confidence in taking a different approach and innovating, breaking the mould – socially and culturally – and positioning the sixth form alongside the independent sector.

Bring it to life

Building around this brand positioning we developed a visual identity that used stylised illustration of independent thinkers throughout the ages, strong fonts and block colours to bring everything to life. All touchpoints for students, parents, staff and partners were considered and the brand was rolled out both online and off in time for launch.


And our ongoing work – including a responsive website and brand new prospectus – are helping to keep the thinking going with impressive numbers of applications and enrolments at LAE. Great results all round!

Give us a call on +44 (0)1384 394 582 or email to discuss any questions you may have.