QMS

Setting a foundation for the next 100 years

Queen Margaret’s School (QMS) is the kind of place anyone would want to send their child. It has a rich history of educating students in the independent school tradition that dates back to 1921. It is Canada’s only fully-integrated equestrian program. There are students from every corner of the world. But, QMS is also located amidst one of the largest concentrations of boarding schools in the country. Feeling the competition, Leadership and Board realized that a sustainable future called for focus and change.

Taiji guided QMS through an 8-month strategic renewal process intended to honour a 100-year legacy and pave the way for a sustainable future. Big decisions were made. Once an all-girls school, QMS now welcomes all genders. There is a new strategic focus on three signature programs: equine facilitated leadership; experiential learning; and sustainable entrepreneurship. New capital improvements and upgrades are underway throughout the campus. And, a fresh new brand helps everyone tell the QMS story with confidence and conviction.

In addition to a compelling brand strategy, our deliverables included: documenting all brand touchpoints; mapping clear brand architecture; updating the visual identity system; creating a practical brand usage guide and an extensive brand toolkit. We continue to help QMS in their branding strategy.

Our upcoming Centenary provided the impetus to focus on our ‘why’ as we navigated the educational landscape of today’s ever-changing society. Taiji Brand Group inspired us to ask the hard questions, reflect on our achievements, and emerge on the other side with a deeper clarity of our identity and the courage to evolve. We are now well positioned to prepare young trailblazers for an unknown future.

Wilma Jamieson, M. Ed. | Head of School

Brand Image Bank

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