In today's competitive educational landscape, schools face the challenge of attracting students who align with their organizational identity. With extensive organizational changes in the Swedish school system, expressing organizational identity has become crucial for demonstrating categorical belonging. The category of elite schools signifies high academic and social standing, which attracts motivated students. However, entering a market with established schools and identities poses challenges. Through a single case study, we investigate how ProCivitas built an elite identity in Uppsala’s secondary upper school market. We uncover seven factors contributing to building the identity–Articulating Values and Vision, Creating Unique Characteristics, Creating Sensemaking among Members, Communicating the Identity, Living the Identity, Applying a Competitive Mindset, and Gaining Legitimizing Feedback. Our findings further expand the understanding of identity building and the importance of striking a balance between being distinctive and legitimate in its local market.