For 67 years, residents assumed St. Matthew’s Episcopal Day School was exclusive and religious. Confused with a Catholic school down the street. The name implied restriction when the opposite was true. Parents who would have thrived there never walked in.
What we uncovered.
The Episcopal Church’s lack of a rigid identity was its greatest asset. No singular interpretation. A denomination built on diverse thought, critical thinking, and multiple perspectives. The looseness that made branding difficult was the most authentic expression of what this school practiced: openness as a discipline. A tradition that makes room for reason.
How They Needed to Be Seen
Teachers of positive change and purposeful action. Nurturers of compassionate, independent-thinking future leaders. A school where spirituality and reason coexist because the Episcopal tradition demands both. Openness practiced as a discipline.
"Hearing this definition of us... I think it will draw strong professionals to this institution, because of our capacity to talk about who we are in our purpose."
