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CHCA Brand Guidelines

CHCA Seal on front door

We can each play a part in telling CHCA’s story.

Great brands are more than a clever logo, a distinct look, or even a well-crafted mission statement. Great brands engage people by involving them in an experience. They understand the audience’s needs and tell a compelling and consistent story that describes how the brand fits meaningfully into their lives.

A well-defined brand captivates your attention, draws you in, and involves you. When we connect to a brand, we immerse ourselves in it, invest in it, and encourage others to join in the experience. Isn’t that what we want for CHCA? 

Put in the simplest of terms, our brand is an outward reflection of our institution. It is how we present ourselves and how we are perceived by others. It reflects our mission, who we are, what we do, how we do it.  

Every member of our community plays a role in advancing CHCA. Our faculty, staff, alumni, students, and families are brand ambassadors – in our classrooms, on the sidelines, in our community, and even throughout the world.  When we strive to represent CHCA well, we each meaningfully contribute to, and elevate, CHCA’s brand and identity as one of the nation's leading Christian schools. 

Every time we communicate (whether posting on social media, written mail or email, or conversations with current or prospective families) people form opinions about CHCA based on their interactions. The more consistent and confident we are when telling the CHCA story, the better our audiences will understand and trust what we have to say. That’s why it’s so important for our entire community to be consistent about our brand identity—the way we represent ourselves to the world through our visuals, words, and even actions.

This brand portal and toolkit provide us the essential tools to ensure that it all stays “on brand”.


Brand Strategy

 

Our institution’s mission, vision, and values guide our brand strategy - a strategy expressed through our messages and visual identity.  Need a refresher on those foundational concepts?  Check out this webpage.

Brand PROMISE

Beginning with the end in mind, CHCA graduates young adults fully prepared to succeed in college and beyond; to engage effectively and lovingly with different cultures, viewpoints, and ideas; and to achieve significant impact and influence with discerning wisdom, courageous curiosity, and resilient Christian faith. 

Brand VOICE & TONE

Engaging, Collaborative, Supportive, Connected, Challenging

Brand Messaging

Every communication conveys information. But more than that, it needs to make a connection. 

These messaging principals guide us how to articulate to our audiences what is meaningful and different about a CHCA education. They help us craft communications that deepen awareness, change perceptions, and move our audiences from awareness to action. 

  • Support and strengthen the whole child: emotionally, intellectually, and spiritually
  • Respect and recognize the individual gifts each child has to offer
  • Provide a strong sense of school community through parent and student involvement and engagement
  • Instill strong Christian values through a faith-based curriculum and service requirements
  • Encourage critical thinking and curiosity

Brand Tagline

 

Our tagline is external facing to prospective families and reinforces the brand promise on broad reaching communications. This is not a requirement for every execution such as sports posters, banners, program announcements, etc. However, for recruiting efforts and core brand communications, it can be used to succinctly identify what makes us unique.