The Making of a Refreshed Dragon

Saigon South International School




Brand Design


When the next chapter needed to be reimagined, SSIS, a leading international school in Vietnam, sought a way to evolve their brand to a more modern, relevant and distinctive look starting with the most important baseline: the community and the school’s story. The journey of a brand refresh begins.

How We Helped

SSIS’s parent community demographics are shaped by both diverse nationalities and the aspirations that various parent groups have for their children. The complex and highly emotional decision-making process is often made more complicated due to prospective parents’ geographical location. But, what do they have in common? What are their burning needs? Who are the schools’ target personas?

Time to find that sweet spot. The Design Thinking “Co-creation” approach was applied, and Doodle walked the SSIS team through the 3 key steps: “Look again, Co-create, and Make. Test. Learn” to create a new brand story and identity that lives the test of time. Another challenge? How might we keep the essence of the SSIS Dragon that we have been growing for the past decades and yet invite in a new spirit of the next era?

"Our brand refresh process with Doodle Design was highly collaborative and resulted in a product we are very proud of. Their iterative and customer-centered approach is exactly what we were looking for to ensure our brand would resonate with the right audience."
George Marshall (SSIS)
Digital Marketing Officer
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