Teachscape
Teachscape, a provider of industry-leading solutions, technology and services for K-12 and higher education, needed a brand platform to position the company as a force for innovation and achievement.
Acquiring a company, adding a partnership, a shifting education industry, and a company consolidation left Teachscape without a defined brand strategy. To succeed, Teachscape needed a clear and differentiating positioning of its products and services that would motivate employees, resonate with teachers and engage stakeholders.
Interviews with the Teachscape leadership team aided MetaDesign in establishing the brand positioning, "Igniting Excellence." The messaging provided a cohesive brand platform needed to support Teachscape’s dynamic service offering. A complete identity system was designed to bring to life the new statement, "Great teachers create inspired learners."
The new brand platform provides a foundation for more centralized internal and external marketing. The refreshed brand voice clearly captures the essence, vision and ethos of the brand, while the visual identity portrays Teachscape as a force for innovation and achievement in the education industry.
New positioning, new identity
The Teachscape brand is built upon the idea that effective teachers can inspire excellence in their students, colleagues and organizations. The notion of the “ripple effect,” or resonating impact, became the inspiration for the identity system.
“Our new positioning represents a fusion of our core values, messaging and personality. We now have a brand that visibly showcases our commitment to improving teaching effectiveness and conveys the value of our service and technology offerings for teachers and schools."
Lory Pilchik, Chief Marketing Officer, TeachscapeSPACER
Design concept: Resonate
To resonate is to create a lasting and impactful effect. A single action can ignite a series of reactions that spread outward and expand the reach, much like a ripple. The flow is symbolic of forward movement and growth. The logo, identity system and photography style convey the concept of “resonate.”
Rethinking the structure
The previous website was difficult to navigate and understand. The first step was to improve the information architecture to streamline the structure, remove redundancy and develop categories to make the navigation and offerings more clear and easy to follow. The new concept was validated with users on a clickable prototype.
After the design, the details for implementation, such as grid system, templates and behaviors were documented in a set of guidelines.
Bringing the brand to life
Teachscape introduced the new brand to employees by creating branded spaces throughout their headquarters. The interplay of messaging and design in the working environment brought the brand directly to its most important target audience.
