
A playful repositioning
ISB

Challenge
The International School of Brussels (ISB) faced challenges with its brand positioning and narrative. Over time, their story had become fragmented, making consistent communication difficult. To address this, we collaborated with ISB on an in-depth branding exercise to rebuild and strengthen their brand identity.
Solution
Before diving into the rebranding design, we established a strategic foundation through a collaborative brand house workshop. During that workshop, we uncovered the school’s true identity, which is centered around safety and inclusivity.
We translated these core identity traits into a fresh visual style, including new typography and a cohesive color palette. Each color reflects ISB’s core values. For example: red symbolizes power, blue represents loyalty and trust, and purple conveys creativity.
Additionally, we developed a set of symbols representing ISB’s key values, which were integrated into the square of the existing logo, further enhancing the school’s visual identity.
Go beyond
In addition to the main symbols, we designed an extra set of shapes representing the school’s diversity. These shapes play a key role in the new imagery used across all communications. Moreover, they serve as a unifying visual element, ensuring consistency and recognizability throughout ISB’s brand materials.
We also created distinct imagery for the school’s two largest departments—ISB Athletics and ISB Arts. While aligning with the new brand elements, each department’s visuals retain their unique identity, respecting their original image within the broader brand umbrella.