Branding. Strategy.

The Arbor School

The Arbor School was established in Dubai, UAE as the first institution added to the
PRAXIS Education portfolio of schools aimed at 'Transforming Minds'. Being the first
co-educational school in the UAE to offer a curriculum focused on eco-consciousness, sustainability and environmental justice, it was necessary to establish a unique tone-of-voice and identity for Arbor that communicated these unique USPs and aligned with PRAXIS' brand positioning.

The Human Insight

To properly deliver the overarching brand positioning of 'Transforming Minds', it was necessary to identify a set of key USPs for The Arbor School through which it would consistently deliver this promise:

- Delivering a thematic and project-based teaching approach

- Creating an environment that promotes intellectual diversity

- Developing a space suited for learning about sustainability and

"Education with conscience."

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