Generation Ready

Uniting two brands for exponential impact

When two established K–12 school improvement companies, with very different cultures and processes, merged into one entity, they needed a clear brand strategy, new brand name and identity that would allow the combined company to establish a greater brand presence that reflects the life-changing impact of the organization’s work.

brandMatters collaborated with these two vastly different organizations and cultures; conducted in-depth research among target customers; analyzed the competitive marketplace; evaluated trends in the education space; and assessed the offerings, equities and cultures of both companies. To form a cohesive entity with a strong brand and the foundation to grow their footprint around the country, we defined a primary target audience, developed a unified brand positioning / proposition to appeal to the target and a distinctive brand name.