Stoke

Background
In 2006, InfiLearn began to develop a Web-based platform providing access to high-quality, online tutoring services, enabling desktop tools (interactive whiteboards, video, etc.) to enrich the learning experience. The organization’s stated ambition was to empower learners by harnessing the full potential of education.

Working with school districts and educators, the organization began integrating curriculum and student assessment to improve access and alignment between the resources of education.

Through a rigorous screening process for tutors, and a customer review mechanism, consumers could begin to make informed, confident decisions about their choices in supplementary education.

Challenge
Through a discovery phase, it became clear that parents, students, teachers, tutors and school administrators would each have specific, differing needs.

In a rapidly evolving market for education services, Stoke recommended developing a brand strategy that would exploit the significant emotional needs of parents and students for more certain educational outcomes. Achieving this required a better way of organizing, integrating and managing the disparate and uncertain resources of education.

Outcome
A brand strategy was developed around "Piloting Education" with confidence and control, helping users broaden life’s opportunities and realize their goals.

Rather than differentiate at the products/services level, the brand needed to communicate a sense of organizational purpose, values and meaning.

Through a quantitative study, a series of creative executions were tested among parents and educators. The results of which were used to optimize the performance of the brand.

The name "GlobalScholar" was created and expressed through an iconic logo identity representing student, parent and educator working within a common system. The new logo was extended to the signature website, presentation materials and business papers.