The school’s leadership identified a reduction in students coming from the private Catholic feeder schools as the issue. The private elementary and middle schools were well-attended but when it was time for those students to choose a high school, they were opting to go elsewhere.
Research indicated that the enrollment decision-making process had shifted through the years with the young student wielding more influence than in the past. Students were making decisions about where to attend high school earlier and Hayden had to compete for their attention. With this understanding, we sought to create a brand that appealed to the younger audience and encouraged them to proudly proclaim themselves as Future Wildcats. Adding to the challenge was the presence of more than 8,000 engaged alumni. We had to create a brand that appealed to a younger audience while respecting Hayden’s rich history.
Hayden’s brand tells the story of the school through three essential elements.
It all begins here. Hayden is a place where students see what faith looks like when it is lived out. They see what the world and a school can be when we recognize that each individual has an intrinsic value.
H is for Father Francis Hayden, the school’s namesake. Father Hayden was regarded for his kind ways and his service to others. The call of Father Francis can be seen in every Hayden student, past and present. It is echoed in the words that permeate this building. Enter to learn, leave to serve.
A coat of arms is the symbol of family, it represents brethren and sisterhood unified behind a common purpose. This is a rallying point for all, a recognition that the whole is greater than the individual. Once you stand behind this crest, you never leave the fold.