Creating the future of immersive education
Creating the launch brand for Edify
“CreateFuture didn't just create our brand. They found our purpose and personality as if they were part of our start-up team, which in a very real way they were.”
Martin McDonnell — CEO + CoFounder, Edify
Close collaboration with the founding team of an ambitious edtech firm, taking them to market with a new name, logo and brand system.
Our work
Brand strategy | Logo design | Brand toolkit
March 2020
As the world went into lockdown, many companies' growth plans were put on hold. However, this was not the case for the team at Edify.
They could see how the realm of learning was going to need new ways to connect, educate and engage. As a result, plans to launch their immersive education platform were brought forward.
This created an urgent need for a new name, brand and launch message.
Enter CreateFuture
We set the groundwork by conducting research to understand the academic context and attitudes towards immersive education. This allowed our team to discover insights and develop an effective branding approach.
A comprehensive review of the competitive landscape enabled us to identify a potentially clear and distinctive brand positioning. This meant creating an accessible, inclusive and appealing brand that put the human before the technology.
Ten in-depth interviews with academics, researchers, lecturers and buyers gave us rich insights that would prove invaluable for informing concise and compelling messaging.
Working closely with the Edify team, we progressed through a series of structured workshops and exercises. This allowed us to explore the new brand's archetypal personality, purpose, values and product truths. From this, we were able to build a clear and confident brand framework, supported by a suite of universal and more targeted messaging.
We were still missing one thing though: a name.
After two lively sessions and countless abandoned possibilities, the team arrived at Edify with a strapline to support it: Learn without Limits.
The visual brand
We applied a similar Design Thinking approach to the creation of the visual brand. By researching and compiling moodboards, we narrowed in on two potential creative directions and logo designs. These were put out for a rapid round of qualitative and quantitative feedback.
With a confident route in place, we started crafting the visual brand. This included a suite of logos, typeface, colours, graphic devices and photography to support the launch with energy, impact and a bold confident personality.
“The team at edify wanted to push past the cliches associated with virtual reality into a more innovative, human-centred, visual space.
We worked quickly and iteratively, in close collaboration with their in-house design team, to develop a ‘Windows of the imagination’ theme, which captures the sense of awe and wonder associated with stepping into an Edify experience.
It was an educational and exciting design journey for a truly unique product."
Gordon Carmichael — Design Lead, CreateFuture
Get in touch
We work with global brands, using design thinking to develop new, or improve existing, products and services. Our brand-led approach ensures that they outperform.
If you’re trying to do more with less, get in touch with us to help you get there and leave you in a better place.
