San Yu Adventist School or SYAS in short is a school with a fantastic business proposition: it is the only private school that can offer PSLE exams. Together with its strong Christian tradition, SYAS becomes the preferred school for many expatriates. To understand the school, we literally went to school ourselves. We sat in the classes, we ate at the canteen, we spoke to the janitor, we walked the school grounds... we wanted to know what it feels like to be a teacher, student and school administration staff. We even went to chapel. In the end, we understood the faith. We decided to renew the school crest and imbued with deep meaning that resonates with the Christian faith. In the end, we presented it to the board with clear conviction. From the students to the teachers to the admin staff, and finally to the board, the buy-in was complete. Branding is about connecting with the people who breathe and live the brand.