Ursuline Academy


Ursuline Academy is a private, all-girls Catholic college prep high school for young women located in Kirkwood, MO. After experiencing a steady increase in enrollment over the last couple of years, the marketing and admissions teams wanted to build on their momentum by creating a new verbal and visual brand story that would support the 2023-2024 school year and provide launch pad for its 175th anniversary celebration.


The Ursuline rebranding effort began with G/L’s brand discovery and development process. First, we reviewed 2023 market research conducted amongst faculty, students and parents to establish a baseline of existing community perceptions about the school’s brand in the market. Using those insights, we conducted a discovery session with admissions and marketing staff, educators and leadership to uncover their absolutely unique selling point: Ursuline Academy is the school that welcomes each individual student to come as they are and creates a personalized educational, social and spiritual path that empowers them to become who they want to be.


The new Ursuline Academy branding and subsequent “All Paths Lead to You” marketing campaign launched in August 2023. The look and messaging supported the new brand position by literally putting students at the center in creative, featuring portraits of actual Ursuline Bears to show how the school celebrates the contrasting range of personalities and passions that make up its community. Altogether we communicate that, no matter who you are, you belong at Ursuline.

To support the launch, G/L developed a range of branded communications, including updated brand guidelines, a new admissions brochure and video, paid social media creative, and a comprehensive communications plan for the 2023-2024 school year.

Thus far, the new Ursuline branding has been received with great excitement from the school community—students, parents and coworkers alike! “I also want to let you know that our experience with your team has been fantastic and the end result is outstanding! Please let everyone involved know that we’re thrilled with it AND excited to get out there and use it AND proud of it!!!” – Peggy Slater, President, Ursuline Academy