Founded in Sacramento in 1876, Christian Brothers High School, affectionately known as “CB” among locals and alumni, has progressed over some 150 years to be one of the region’s top private secondary schools. While adapting to foster a progressive and diverse culture, exemplified by its expansion from boys-only to coeducational enrollment in 1990, CB has remained true to its Lasallian principles of faith in the presence of God, respect for all persons, inclusive community, quality education, and concern for the poor and social justice.
Despite its longstanding reputation for excellence, CB leadership recognized opportunities to upgrade external communications to better align with the school’s mission and values, as expressed in its motto “enter to learn, leave to serve.” To guide this effort, CB engaged Wallrich to consult on strategic branding direction, along with execution of primary, public-facing recruitment and development tactics. An updated website interface features personal stories from a wide spectrum of CB stakeholders including students, alumni, parents, administration, and trustees. These CB stories also introduced a personal perspective to an integrated suite of print collateral featuring detail on the school’s offerings in academics, athletics, arts, philanthropy, and alumni engagement.