Vision, Mission and Values
Ilim College
The Brief
As part of a broader strategic refresh, Ilim College needed to revisit the core statements guiding its identity. The existing vision, mission, and values had no real depth. They were safe. Generic. And not particularly Ilim.
They wanted something that reflected who they truly were as an Islamic community school, something real, relatable, and rooted in both faith and Australian culture. Language that students could actually understand and apply, langauge that teachers could stand behind.
My Involvement
Leadership and the board drafted the initial vision and mission. I came in to shape and refine the wording, cutting through the fluff and sharpening the message until it was clear, purposeful, and grounded.
For the values (Ihsan, Shukr, Lutf, Akhlaq, Muhasaba), I took the lead on defining and explaining each one, translating big, spiritual concepts into plain-English principles, backed by examples from Islamic tradition and tailored to Australian school life.
Once finalised, I approached Ilim College’s branding agency to take it further, finding ways to embed these ideas into daily school culture, operations, and internal comms so they became lived values, not just framed posters.
Creative Approach
No buzzwords. No empty lines. Just clarity.
We stripped away the corporate speak and grounded every word in purpose. The tone was warm, purposeful, and practical. I treated the copy less like a branding exercise and more like a bridge; something that connects faith to action and belief to behaviour.
The end result was a set of statements that weren’t just nice to read, they meant something. To the board. To the staff. And most importantly, to the students walking the hallways.
The kind of copy that isn’t just read once in an assembly, but remembered and reflected upon.
