The Learning Collective
THE BRIEF
This tutoring company came to me with nothing more than a logo made from Canva’s template library and a Facebook page. They were in their third year of business and wanted to establish themselves in the community as a trusted and credible brand. Their website—which had been put together by a family member—was disorderly and not mobile-ready, so they’d taken it down.
It was clear from our initial conversation that rebranding was only part of what needed to be addressed. They were desperate to streamline their operations to make bookings easier for them and their customers. So we mapped out their customer journey to ensure the user experience on their website would be as fluid as possible. This ensured everything was communicating the level of expertise and care the business was already known for.
SCOPE OF WORK
Brand Identity Design
Customer Journey Mapping
Website Design
Email + Social Media Design
THE CHALLENGE
Big Gains for a Small Budget
As a small, independent tutoring business, they didn’t have a huge budget to tackle the scope of what we were aiming to solve. So I proposed an alternate pathway to rebrand. To save time and money, rather than conceiving of an entirely new logo direction, we’d refresh the existing open book concept for something more modern and distinct. We’d skip the comprehensive style guide for a few simple brand style sheets and stagger the project into phases.
THE STRATEGY
Broadening the Brand with a New Name
Previously under the name Ready, Set, Read the business had focused primarily on literacy support. As the business evolved, they’d brought in other tutor specialists and wanted the name to reflect the growing scope of services offered. This rebrand was the perfect time to debut the new name and new brand as one.
DESIGN
Logo Designs that Works Everywhere
Before, they had a logo that anyone with a Canva account could use. Beyond that, the logo had seven colours, making it nearly impossible to use on anything but a white background. The solution? Modernize the logo with a simple silhouette for more functionality. A single colour logo means it can stand out on any creative, no matter the backdrop. This inspired the entire logo collection—each design uniquely theirs.
DESIGN
A Logo that’s More than a Mark
Reimagining the “open book” logo design was more than just a simple do-over. First, I abstracted the overall book icon to create a stronger, more timeless design. Second, I wanted this new logo to connect with the brand’s impact for students. By lifting the pages from the spine, the logo now subtly conveys the raised confidence students will earn through The Learning Collective.
DESIGN
Designing for a Variety of Ages
Their student demographic ranges from pre-K toddlers to university students. While the majority of their students are in grade school, they didn’t want the brand to feel too juvenile and deter more mature students in need of support. In addition to the more timeless logo design, the colours and brand typography equipped them with the right library of assets to design creative for both a youthful and mature audience without ever going off-brand.
STRATEGY
Understanding the Customer Journey
One of the goals was to send more people to their new website. To better understand the goals and actions of prospects, we mapped the customer journey from brand awareness to brand loyalty. This helped inform the flow of the website and how to approach their copy in a more clear and intuitive way for their customers.
DESIGN
A Website that’s Low Maintenance but High Converting
My clients admitted upfront that they were not tech-savvy. I wanted their website to be functional, attractive, and low maintenance. This means clarity and simplicity on each page. Page design is always dictated by the copy. To support them in writing page copy that would be clear and concise for their visitors, I provided copy structure templates for each page. This took away the overwhelm of rewriting their entire website and made sure we focused on clarity for their audience that directed them to take action with ease.
DESIGN
Custom Templates to Build Familiarity and Trust
To get them started on the right foot, we made sure they had a collection of social media templates to keep their marketing cohesive and consistent. Visual consistency is huge for earning trust over time. By relying on a series of branded templates, they become more familiar to their growing audience without having to overthink creative.
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