Case Study

Luanda International School

Building a communications function from the ground up for an IB World School in Angola, strengthening family engagement, admissions, reputation and the school’s digital presence.

Head of Communications · Luanda, Angola · Communications Strategy · Admissions · Brand · Family Experience · Crisis Communications

The Challenge

Institutional Coherence in a Global Context

The Luanda International School faced the challenge of aligning its brand identity with its evolving mission as a leading IB World School. This involved integrating diverse cultural contexts and stakeholder expectations into a cohesive narrative and visual presence.

Gonçalo Quintino led the strategic repositioning as the communications director, overseeing brand architecture, digital experience, and physical signage alignment. This involved facilitating cross-functional teams and engaging with board members and faculty.

Our Approach

Strategic Implementation Phases

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Brand Audit

Identity Framework

Stakeholder Workshops

Roll-out & Training

Comprehensive analysis of existing brand assets, stakeholder perceptions, and competitive landscape to identify key areas for repositioning.

Development of a new institutional identity system, including visual guidelines, tone of voice, and messaging pillars for all communications.

Facilitated engagement sessions with faculty, parents, and board members to ensure alignment and ownership of the new brand direction.

Phased implementation across all touchpoints, supported by internal training programs to empower staff as brand ambassadors.

Measurable Impact

Transforming Institutional Identity

28%

increase in family inquiries

90%

staff narrative alignment

100%

board endorsement

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