Re-Branding The Chippendale School

A new look for Scotland’s only independent woodworking school

The Challenge:

Long-time Represent client, the Chippendale International School of Furniture, embarked on a journey to revitalise the school’s branding and website. Knowing the essence of Chippendale’s personality, Represent strived to encapsulate its forward-thinking yet deeply rooted heritage in the new branding. 

The Solution:

Represent collaborated closely with the Chippendale School’s marketing and admissions team to craft a comprehensive rebranding strategy. The objective was clear: modernise the website, streamline course application processes, and infuse a fresh, cohesive visual identity that would resonate with core audiences.

Key tactics included:

  • Redefined brand identity:  A sleek and timeless logo was crafted, embodying the school’s essence with simplicity and sophistication.
  • Revamped website design: A rich mossy green colour palette, inspired by the natural world and timber craftsmanship, was introduced to evoke warmth and authenticity.
  • Optimised content: Keyword research and content refreshes were conducted to ensure alignment with trending topics and woodworking industry search terms. 
  • Enhanced functionality: The development team built a fully functional website, integrating seamless online payment and form submission capabilities. 
  • Artistic illustrations: Talented illustrator Alice Pattullo was enlisted to infuse the website with charming hand-drawn illustrations, reflecting the school’s warm personality. 
  • Expert collaboration: Working with our trusted stable of experts in design and development, a cohesive website design was achieved, capturing the spirit of Chippendale School. 

The impact…

The Chippendale School team are delighted with the new branding and website functionality. The results of the rebranding and development efforts were immediate and impressive. Within the first month, a surge in enquiries, applications, and website traffic was recorded, signalling a positive shift in engagement and interest among target audiences in the UK and around the world.

Key achievements (..the first 3 months!)

  • 23,000 page views, marking a significant 66% increase from the previous period. 
  • 6,000 users, with 5.7k being new visitors, indicating a substantial growth in audience reach. 
  • 42% of visits originating from organic search, demonstrating improved visibility and SEO performance. 
  • 25% increase in average visit duration, highlighting enhanced user engagement. 
  • 2,445 visits to the 30-week course page, underscoring interest and traction in core offerings. 


The collaboration between Chippendale International School of Furniture and Represent stands as a testament to the power of strategic branding and design. Through meticulous planning, creative execution, and close partnership, Represent has successfully propelled Chippendale School into a new era of growth and engagement, leaving a lasting impact on its stakeholders. 

““We are absolutely thrilled with the results of Chippendale’s rebrand. Our new look is fresh, contemporary, and sleek, as well as maintaining the school’s heritage and history. The revamped website is easy to navigate and includes a brand-new online payment and application form function that has revolutionised our office processes and admin work.  Represent managed the whole project seamlessly, communicating everything to us clearly step by step – we couldn’t have asked for more.”  

Tom Fraser, principal of Chippendale School
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