Safa Community School – Ryan Hartley

Safa Community School ― We are purple. Rebranding Safa Community School to foster curiosity, creativity, and confidence in every learner.

Introduction

Safa Community School is a British curriculum school based in Dubai. It offers a welcoming and inclusive environment for students from FS1 to Sixth Form. The school focuses on academic excellence, personal growth, and student wellbeing. With modern facilities and a diverse community, it encourages curiosity, creativity, and confidence.

Challenge

The school’s ethos centres on nurturing curiosity, creativity, and confidence in its pupils. However, the previous branding didn’t reflect these values and felt dated. All brand communication needed to feel distinctive, while being simple enough for teachers and staff to implement internally.

Branding

The iconic Safa flame was redesigned to elevate the brand and create better balance within the logo. Purple and yellow were chosen as the primary colours to reflect the school’s vibrant ethos. A graphic language of overlapping circles, inspired by the flame, was introduced. These circles symbolise creativity and individual growth in a dynamic and engaging way.

Brand Identity
Visual Language
Brand Manual
Signage
Print Collaterals

★ 2023–2024 Outstanding (KHDA)
The new brand helped Safa Community School achieve an official Outstanding rating from the Knowledge and Human Development Authority.

↑ 25%
Safa Community School has experienced a 25% increase in student enrolment, reflecting growing confidence in its academic programs.

☀ Happiest School in Dubai
Post rebrand, Safa Community School has been recognized as the happiest school in Dubai, reflecting a joyful learning environment.

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Creative Director & Designer