Establishing
“A school of distinction”
through branding
In Nepal, school choices were mostly dictated by location. Xavier International was just another name in the crowd—until we changed the conversation.
The Strategy:
A School of Distinction
We tapped into nostalgia. In Nepal, “scoring distinction” is every household’s goal. By linking it to the school’s identity, we made parents see Xavier as the place where students don’t just study—they excel.
We erased
location bias.
Parents and students chose Xavier over proximity—because distinction isn’t about being close, it’s about being the best.
The Result
63%
Students from 0–5 km
Previously the only recruitment zone
22%
Students from 5–10 km
New growth area
15%
Students from 10-17 km
Recent expansion