Celebrating a world-class girls’ school
The Brearley School
BrandDigitalMarketingVideo
Doublespace recently completed a comprehensive brand refresh for Brearley, a prestigious all-girls school on Manhattan's Upper East Side. The project aimed to modernize Brearley's image and digital presence while respecting its 140-year legacy in girls’ education.
Our team approached this challenge with three primary objectives: contemporizing Brearley's brand story, broadening its admissions appeal to girls across New York City, and redesigning the school's website to better reflect its unique offerings.
Brand Narrative
We began with an in-depth discovery process, immersing ourselves in Brearley's culture to uncover its distinctive strengths. This research revealed the need to balance the school's well-known reputation for academic rigor with its lesser-known qualities, such as its vibrant, joyous community and emphasis on personal growth.
Our strategy focused on redefining the concept of a "Brearley girl" to be more inclusive and multifaceted. We crafted a narrative that showcased the school's well-rounded educational experience, highlighting how Brearley prepares young women for future leadership roles in various fields.
Digital Presence
The centerpiece of this brand transformation was a complete overhaul of Brearley's website. We implemented a clean, modern design aesthetic with high-quality imagery that captures the essence of the diverse, all-female student body. The new site features an intuitive information architecture optimized to serve all stakeholders effectively, from prospective students and their families to alumnae and faculty.
A dynamic homepage now showcases the varied student experiences at Brearley, featuring a mix of academic, artistic, and athletic pursuits. Throughout the site, refined storytelling emphasizes the unique benefits of an all-girls education, including increased confidence, leadership opportunities, and a supportive peer network.
The project's success was evident in the enthusiastic response from the Brearley community. Feedback from current students, parents, and alumnae has been overwhelmingly positive. The new website modernized Brearley's image and reinforced its position as a leader in girls' education for the 21st century.
Free Tuition Campaign
As part of our efforts to broaden Brearley's admissions appeal, we launched a comprehensive campaign promoting the school's new Free Tuition Program. Starting in September 2025, this initiative offers free tuition to families earning $100,000 or less annually without significant assets. Our campaign aimed to reach diverse communities across New York City, emphasizing Brearley's commitment to accessibility and inclusivity.
We developed a multi-faceted approach, starting with a compelling landing page that proclaimed, "One of the Country's Best Private Schools is Within Reach." This page clearly outlined the program's extensive benefits, going beyond just tuition to cover additional expenses like books, lunch, and even travel study programs. We implemented targeted search engine marketing and eye-catching display ads across various online platforms to ensure widespread reach.
Recognizing New York's diversity, we extended our outreach through social media and placed ads in community newspapers in Spanish, Chinese, and Bengali. Throughout all channels, our message remained clear: Brearley welcomes girls who love to learn, regardless of their family's financial circumstances. This campaign not only promoted the Free Tuition Program but also reinforced Brearley's position as a leader in accessible, high-quality girls' education for the 21st century.
Alumnae Voices – Listen as they share their experiences of attending Brearley.
