North Shore Country Day School, a junior kindergarten through 12th grade college-preparatory school, was doing a good job of communicating with internal audiences, but external audience misperceptions and stiff competition from local public and private schools were affecting recruitment. The Grillo Group asked students, faculty and parents to describe North Shore’s strengths in their own words. This input, together with the client’s market research and key messages, informed all creative decisions. Rigorous academics became the focus of the identity redesign. A historically based, university-like seal was complemented with bright color, intelligent but accessible text, and energetic editorial imagery to show the school in action and address remaining key messages. Since the recent launch of identity and recruitment materials, North Shore has seen a marked increase in applications and attendance at informational events.