Lincoln School

Project scope
Brand Strategy, Graphic Design, Website Design, WordPress Development, Photography

Although Paradigm is based in Tokyo, we work with clients all over the world. For one of our more recent international projects, we did a brand audit, then rebranded and rebuilt a website for Lincoln School, located in Kathmandu, Nepal.

Established in 1954, this innovative and progressive school had a brand that was not helping it to communicate its mission and activities effectively.

To begin the process, we undertook a detailed brand audit and held a virtual workshop to gather the thoughts of the leadership team at Lincoln. Then we conducted thorough research on the school’s history and studied extensively about the culture of Nepal.

Four pillars, four petals

One thing we learned is that the team was keen to somehow communicate their four philosophical pillars in the new brand, namely: to gain a passion for learning, to have the confidence to pursue dreams, to be a compassionate global citizen, and to be a steward of the environment.

Our final design features the combination of four petals representing these pillars. These are woven together to form a lotus-like flower, which is historically associated with Kathmandu. The design also represents the four mountain ranges that surround Kathmandu.

We then applied the new brand extensively. It can now be found on administration stationery, business cards, and electronic signatures. It also features on security tags, water bottles, and a wide range of apparel.

A new look

Next, we set about restructuring and redesigning the website. As there were expected to be many editors and regular updates, we agreed that WordPress was the perfect solution. However, as important as text is to a website, we knew that great photography would be critical to the success of the project. So, we sent one of our best photographers in Tokyo to Kathmandu. The results were better than we could have imagined, and the pictures really bring the spirit of Lincoln School to life.

The new brand and website has been wholeheartedly embraced by the school board, faculty, and student body. It has become a key part of the future for effectively communicating Lincoln School.

One of the biggest problems with the previous school logo was that people often found it hard to apply. This was because there were no clear application guidelines and the school didn’t have a proper set of vector files. As a result, the logo was used inconsistently, potentially confusing people about Lincoln School’s identity.


Graphic exploration

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