The Solution Franke+Fiorella was responsible for developing everything from the brand strategy, corporate and product naming, key messages and corporate identity to identity guidelines, stationery and templates for presentations, marketing communications, trade show graphics and their website. Additionally, Franke+Fiorella conducted internal brand training and created a brand overview guide for all employees.
From the start, Franke+Fiorella helped integrate this merger of corporate cultures—B2B professionals and Gen-Y educators—by tapping into the two groups’ shared passion for education. Competitive audits preceded strategy sessions to define the organization, its business goals and target audience, and acknowledged its desire to visually and verbally signal a major change.
By bringing together its offerings under a new corporate name—Edmentum—the company is now able to showcase all of its product brands under one umbrella brand and distinguish itself as a progressive leader in a crowded, fragmented market. The Edmentum name is unique, confident and bold, and suggests “creating momentum in education.” The essence of the brand is expressed through a dynamic logo design and visual identity system that together convey the brand’s innovative and empowering yet approachable personality. The combination of color, patterns and imagery allows both uniformity and flexibility in a compelling system that’s as fun to use as it is effective.
The Result Prior to launch, employees received brand training from the Franke+Fiorella team and were able to design additional new materials immediately. They expressed enthusiasm and excitement for the vibrant brand identity system and full suite of tools that enable them to consistently deliver an on-brand experience.