Qualia—Kilter

CAMPAIGN

Qualia

OVERVIEW

Kilter crafted an admissions campaign that captured Qualia’s limitless approach to educating highly curious learners.

SERVICES

Strategy & Positioning
Copywriting
Campaign Branding
Photography
Web Design
Email Design
Ad Design
Publication Design
Media Planning & Buying

Qualia Brochure Cover Designed by Kilter

Qualia Brochure Spread 01 Designed by Kilter

Qualia Brochure Spread 02 Designed by Kilter

Qualia Brochure Spread 03 Designed by Kilter

CONTEXT

The mark of an extraordinary mind is more than good grades or high test scores. Highly curious students don’t just learn faster than their peers—they learn differently. Qualia has spent nearly two decades perfecting an approach to educating these highly motivated, curious thinkers, with a curriculum tailor-made to meet the needs of gifted children in ways other programs can’t.

But with such a specific audience, how do you make sure the right families find you?

THE ASSIGNMENT

Qualia enlisted Kilter to help develop a targeted admission campaign that reached the parents of highly gifted children.

OUR SOLUTION

While many independent schools cast the widest net possible, Qualia wanted the opposite: laser focus on families with the kind of highly curious gifted children the school was built for.

Our creative drew inspiration from the expansive nature of Qualia’s curriculum—an approach that lets students pursue their individual intellectual passions and learn at whatever level is right for them, whether that’s grade level or advanced collegiate study. We crafted a tagline “Learn Without Limits” that perfectly captured the intellectual freedom and joyful exploration that define the Qualia experience. We paired this with a dreamlike visual language that placed students in a limitless world populated with signifiers—some serious, others playful—of the different avenues of intellectual exploration available at Qualia. The result: an immersive world crafted specifically for Qualia’s target audience.

To bring the campaign to life, we created a media plan mixing targeted ads, print, emails, and advertorial content to help Qualia reach the families they’d been searching for. Our targeted approach paid off, with Qualia seeing an increase in inquiries from families who were genuinely good fits for the school’s unique educational model.