BRAND & VISUAL IDENTITY
friEdTech Brand Evolution
Building a scalable visual identity for one of the nation's leading educational-technology professional development companies.
When I joined friEdTech, the company had built an incredible reputation through years of exceptional professional development. Their brand, however, no longer reflected the quality of the experiences they delivered.
As the company expanded into conferences, online learning, AI initiatives, digital products, and national partnerships, it became clear that the visual identity had become fragmented. Different products looked like they belonged to different companies, and there wasn't a cohesive system tying everything together.
THE GOAL
The challenge was not only to create a well-designed logo, but to also build a modern brand that could support a rapidly growing organization for years to come.
THE STARTING POINT
Before any design work began, I audited the existing brand across dozens of customer touchpoints. Each piece had been created with wonderful intentions, but together they lacked the cohesion expected from a national organization.
✕ Multiple logo treatments
✕ Inconsistent typography
✕ Conflicting color palettes
✕ Different illustration styles
✕ No clear hierarchy
✕. Little cross-channel consistency
MORE THAN A LOGO
The real success of a rebrand isn't the logo. It's what happens after.
Using the new system, I built a library of reusable assets that let friEdTech produce content quickly while holding a consistent identity across everything it makes.
Conference branding
Professional learning events
Webinar graphics
Marketing campaigns
Email communications
Social media
Online courses
Sales materials
Presentation decks
