An existing family business that publishes reproducible classroom teaching materials needed help to position and brand their new offering – an online version of their established product.

By working from a clear understanding of their industry and their personal drivers, an appropriate name and branding concept was created. Context is very important.

During the initial imagine session, one of the business owners said “we are really about helping teachers fly by the seat of their pants.” That one genuine and heart-felt statement became the core brand idea.

The concept is one of an airline, and flying, and destinations of knowledge and learning. This was an immediate and dramatic departure(!) from all their competition. Their initial mail-out resulted in an immediate 18% positive response rate.

In addition to the consulting work, I also designed the brand and the website, and liaised with the software engineers to implement the custom online delivery application.