Lutheran East

Overview

Lutheran High School East has offered unconditional love and rigorous learning for over seven decades. But after years of enrollment decline, the school faced a challenge shared by many faith-based institutions: low awareness, competing misperceptions, and an unclear value proposition in the eyes of today’s parents and students. TWIST was brought in to reframe the narrative and reconnect the school with the families it was made to serve.

Solution

TWIST led a full brand strategy and enrollment campaign engagement. Through discovery interviews with staff, families, and alumni, we uncovered that while students often connected instantly to Lutheran East’s culture, many parents—especially mothers—didn’t know if their child would be welcomed, seen, or supported.

To meet that moment, TWIST launched a multi-channel campaign with custom photography, student-led storytelling, and a breakthrough Moms of Lutheran East series. These assets validated the voices that matter most during the decision-making process and projected a message of belonging, excellence, and shared values.

We built a unified messaging platform that showed parents we see what you see in your child—and extended that message across digital, social, video, and paid placements. Every touchpoint helped shift perception from uncertainty to confidence.