<![CDATA[Increasing competition among national-plus schools has encouraged educational institutions to utilize digital promotional media to communicate their values, learning environments, and institutional identities more effectively. This study aimed to identify the semiotic modes used in the digital promotional media of Veritas Intercultural School (VIS) and Beverly School Indonesia in Badung Regency and to examine how these modes constructed institutional identity. A qualitative descriptive design was employed using Multimodal Discourse Analysis, supported by Visual Grammar and Praat-based acoustic analysis. Data were obtained from the schools’ official Instagram accounts and websites, including posts, website pages, promotional photographs, and videos, and were collected through documentation and non-participant observation. The findings showed that Instagram content from both schools integrated five semiotic modes: linguistic, visual, spatial, gestural, and aural. Website content demonstrated different combinations of modes, with VIS emphasizing visual, spatial, and gestural modes, while Beverly School Indonesia emphasized linguistic, visual, and spatial modes. These multimodal strategies reflected distinct institutional identities: VIS foregrounded intercultural, inquiry-based, and student-centered learning, whereas Beverly School Indonesia highlighted academic excellence, character development, creativity, and global readiness. The study concluded that coordinated multimodal resources strengthened educational promotional messages and helped schools communicate distinctive institutional identities to prospective parents and broader audiences within competitive educational markets.]]>
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