AISL is a premier K-12 English language school, in Lagos Nigeria, that was in desperate need of a brand update and upgrade. They provide an expensive, high-quality education and experience, but you’d never know it from their brand and marketing materials. It had been years, maybe decades since anything had been touched and we were lucky enough (and good enough) to win this project.

Research got us off to a great start. We interviewed current and former students and faculty, parents. We were able to travel there for a week to do much of this in person and experience the brand first-hand.

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More Soul

We like research. A lot. Research can be the difference between creating a good brand and a great brand. Great brands are better.

A disclaimer: schools tend to prefer aspirational. This means our messaging needed to be aspirational – not a direction that we always prefer, but we made it work. And in the case of AISL, it is truly authentic.

Emotional & Motivational

We Are Eagles and We Soar. That’s their new slogan, and it leads nicely into a manifesto that is both emotional and motivational. And even better, AISL believes it truly represents who and what they are and what they provide both their students and their staff. And you know what? Having been there, we agree.

Their manifesto begins:

Through Teaching, Learning, Serving, and Sharing, Eagles Soar.

There is nothing we can’t do, can’t achieve, and can’t become.

Iconic Eagle

This feeling fueled the development of a beautiful and representative brand look. Like magic, the African continent was transformed into an eagle. This was supported by backgrounds, overlays, and iconography inspired by the people of Nigeria and featuring students from some of the 58 countries represented at AISL.


T-shirt designs, signage, and displays captured the feeling of the manifesto.

Fresh & Clean

The photographic style is clean, colorful, and diverse. This entire project is fresh, and clean, and representative, and uplifting, and exciting, and diverse, and energetic, and welcoming, and authentic.

And we love it.