Khoroshkola: media for German Gref's school

Khoroshkola is German Gref's flagship school, and in 2017–2018 its media block was built as a system — content, visual standards and communications.

What is Khoroshkola?

Khoroshkola is a flagship private education project launched by German Gref — and one of the most technologically equipped schools in Russia. It's a school of a new kind: it builds critical thinking, digital literacy and a project-based approach to learning. The media block had to carry that philosophy outward and inward — to assemble the visual and semantic frame of the brand, the one the school speaks with to parents, partners and the expert community.

How Khoroshkola's media was built

I built Khoroshkola's media frame as senior media producer: I set the tone and the visual language of the school across media and social networks, and stood up the production of photo and video content, campaigns, publications and events. Special projects ran as their own track — they reflected Khoroshkola's philosophy of education and translated it into formats people actually get. I ran all of it in tandem with the teaching and management teams, and kept the communications with parents and partners on the school's media platform.

What the media block gave Khoroshkola

Khoroshkola's media block shaped the visual and semantic frame of the school's brand in media and locked in its recognisable image. A run of content formats strengthened Khoroshkola's standing as a progressive educational institution, and the communications with the parent and expert communities brought steady growth in engagement. The project's internal culture rested on media too — on the content the team and the families saw every single day.

The media of a new kind of school is what makes its philosophy visible.