K12 Coalition — Multi-Organizational Branding
Four educational service organizations came together in order to better deliver programs—and results—to their clients. K12 Coalition was founded with the mission to bring schools, administrators and teachers everything they need to help their students be at their very best. The BatesMeron team knew that a strong organization starts with strong branding and we were more than ready to get started building a new brand for K12 Coalition.
Understanding K12 Coalition
We started our process the way all BMSD branding begins—researching the clients and their competition. We dove into the world of education, learning more about what it takes to be an unforgettable educator and how much work is done behind the scenes to empower teachers and students alike.
SERVICES: branding / logo / tagline / messaging & positioning / strategy / website / brand guides / banners / digital / social / email
What made K12 Coalition different from our norm was its organizational makeup. We’d worked on—and even created—sub-brands before, but the four parts of K12 Coalition were just as important as their sum. More than a family of brands, K12 Coalition is a collective. And each organization deserved strong branding that could stand on its own while still being part of a cohesive, easy-to-understand group.
What made K12 Coalition different from our norm was its organizational makeup. We’d worked on—and even created—sub-brands before, but the four parts of K12 Coalition were just as important as their sum. More than a family of brands, K12 Coalition is a collective. And each organization deserved strong branding that could stand on its own while still being part of a cohesive, easy-to-understand group.
In Session
To kick off our partnership, we hosted a Discovery session. The K12 Coalition team brought nothing less than top tier enthusiasm to every meeting. It was clear to see—even from simple surveys to prepare for our Discovery meeting—that every person was passionate about transforming the education space and bringing students the very best.
In Session
To kick off our partnership, we hosted a Discovery session. The K12 Coalition team brought nothing less than top tier enthusiasm to every meeting. It was clear to see—even from simple surveys to prepare for our Discovery meeting—that every person was passionate about transforming the education space and bringing students the very best.
While K12 Coalition was spearheading the way for the organization, Teaching Channel was a major focal point of the evolution. Two other educational services—Learners Edge and INSIGHT Advance—were about to merge with Teaching Channel. This new, combined brand would launch and unveil new branding soon-to-be introduced for the other organizations within K12 Coalition.
While K12 Coalition was spearheading the way for the organization, Teaching Channel was a major focal point of the evolution. Two other educational services—Learners Edge and INSIGHT Advance—were about to merge with Teaching Channel. This new, combined brand would launch and unveil new branding soon-to-be introduced for the other organizations within K12 Coalition.
First Assignment
The BatesMeron design team started right away with logo ideation, ensuring each concept would work within an ecosystem of branding. Shapes, colors, names and more were all carefully taken into consideration.
First Assignment
The BatesMeron design team started right away with logo ideation, ensuring each concept would work within an ecosystem of branding. Shapes, colors, names and more were all carefully taken into consideration.
But, of all the logo options, one quickly rose (or flew) to the top. Featuring bright, energetic colors—a mosaic butterfly representing growth and a journey to transformation was chosen. With each wing comprising of 12 individual parts to represent K12 Coalition, the logo would be used for each division.
But, of all the logo options, one quickly rose (or flew) to the top. Featuring bright, energetic colors—a mosaic butterfly representing growth and a journey to transformation was chosen. With each wing comprising of 12 individual parts to represent K12 Coalition, the logo would be used for each division.
To complete the BatesMeron branding touch, we brought in a new tagline to pair with the logo. Simple but still clear and heartfelt, “Your Education Ally” stood proudly with the growth symbolism. A full messaging & positioning document brought together all the passionate language and differentiators that made up Teaching Channel. The team was more than ready to bring educators and schools the very best resources to train, learn and evolve.
To complete the BatesMeron branding touch, we brought in a new tagline to pair with the logo. Simple but still clear and heartfelt, “Your Education Ally” stood proudly with the growth symbolism. A full messaging & positioning document brought together all the passionate language and differentiators that made up Teaching Channel. The team was more than ready to bring educators and schools the very best resources to train, learn and evolve.
Applying What We Learned
With a logo chosen, it was time to bring the branding to life. In preparation for the launch of the new Teaching Channel we expanded and refreshed the brand’s current look-and-feel. To ensure consistency, we created a full brand guide—which would be replicated across all of K12 Coalition’s divisions.
Applying What We Learned
With a logo chosen, it was time to bring the branding to life. In preparation for the launch of the new Teaching Channel we expanded and refreshed the brand’s current look-and-feel. To ensure consistency, we created a full brand guide—which would be replicated across all of K12 Coalition’s divisions.
The website was next for us to tackle. New lifestyle imagery featuring a diverse collection of teachers and educators along with colorful butterfly-inspired accents fluttered throughout the designs. Copy was updated to reflect the new tone as well as to include additional content and tools from the brands added in the merge.
The website was next for us to tackle. New lifestyle imagery featuring a diverse collection of teachers and educators along with colorful butterfly-inspired accents fluttered throughout the designs. Copy was updated to reflect the new tone as well as to include additional content and tools from the brands added in the merge.
To complete the launch strategy for Teaching Channel, the BatesMeron team brainstormed three concepts for a digital campaign. The collateral needed to speak to teachers and administrators equally, making the merge and new branding as clear as possible. This would keep Teaching Channel’s presence high and its branding familiar to both current and future clients.
To complete the launch strategy for Teaching Channel, the BatesMeron team brainstormed three concepts for a digital campaign. The collateral needed to speak to teachers and administrators equally, making the merge and new branding as clear as possible. This would keep Teaching Channel’s presence high and its branding familiar to both current and future clients.
Complementing the new Teaching Channel website, the digital launch collateral included digital ads, social posts, an email series, event collateral and a pop-up homepage to ensure messaging was consistent for visitors from the campaign.
Complementing the new Teaching Channel website, the digital launch collateral included digital ads, social posts, an email series, event collateral and a pop-up homepage to ensure messaging was consistent for visitors from the campaign.
Finals Season
With all divisions fully branded and Teaching Channel successfully launched, there were a few important pieces to the puzzle to be created. K12 Coalition itself needed a website and messaging. We hosted a second Discovery session supplemented with one-on-one interviews to get to the heart of what was important to each team member.
Finals Season
With all divisions fully branded and Teaching Channel successfully launched, there were a few important pieces to the puzzle to be created. K12 Coalition itself needed a website and messaging. We hosted a second Discovery session supplemented with one-on-one interviews to get to the heart of what was important to each team member.
From our Discovery and interview results, the copy team put together a messaging & positioning document to give K12 Coalition a needed edge. The document would serve to not only inform the content of the website but educate the newly formed sales team on how best to speak with potential clients.
The final step in bringing K12 Coalition to life was building a website. The team needed a way to show school leaders all the organization could accomplish as a unified collective—including custom-designed solutions.
From our Discovery and interview results, the copy team put together a messaging & positioning document to give K12 Coalition a needed edge. The document would serve to not only inform the content of the website but educate the newly formed sales team on how best to speak with potential clients.
The final step in bringing K12 Coalition to life was building a website. The team needed a way to show school leaders all the organization could accomplish as a unified collective—including custom-designed solutions.
Using the Teaching Channel website as our guide to ensure consistency across the organization, we jumped right in. The whole BatesMeron team knew K12 Coalition’s branding and messaging inside and out by this point—and we were more than up for the challenge.
Using the Teaching Channel website as our guide to ensure consistency across the organization, we jumped right in. The whole BatesMeron team knew K12 Coalition’s branding and messaging inside and out by this point—and we were more than up for the challenge.
Spotlighting each division alongside a custom solutions page, the K12 Coalition website launched proudly—ready to assist any and every school, educator or administrator who needed a fresh perspective. A page dedicated to team leadership touted the organization’s credentials with a touch of fun to keep everything approachable, and a careers page ensured the passionate organization wouldn’t stop growing. Everything came together beautifully—and clearly.
Spotlighting each division alongside a custom solutions page, the K12 Coalition website launched proudly—ready to assist any and every school, educator or administrator who needed a fresh perspective. A page dedicated to team leadership touted the organization’s credentials with a touch of fun to keep everything approachable, and a careers page ensured the passionate organization wouldn’t stop growing. Everything came together beautifully—and clearly.
Fully Graduated
With all logos and color palettes created, two positioning documents completed and two websites launched—and one with a campaign to go along with it—our foundational tasks were complete. Our work was not done, however, and we set to create brand guidelines for division iteach, knowing more branding, marketing, strategy and web work wouldn’t be far behind.
Fully Graduated
With all logos and color palettes created, two positioning documents completed and two websites launched—and one with a campaign to go along with it—our foundational tasks were complete. Our work was not done, however, and we set to create brand guidelines for division iteach, knowing more branding, marketing, strategy and web work wouldn’t be far behind.
“I cannot think of a better choice I have made with a branding firm than my selection of BatesMeron. I’ve worked with the gamut of firms over several decades: the very largest that have global footprints and Global 1000 clients to the independent boutiques. The work at BMSD is outstanding, plus the team brings a refreshing spirit to their work and a partnership mindset. There are no prima donnas. Only talented, hardworking and dedicated visual and verbal experts. We are extending their work across six businesses as we unify under a single brand umbrella. We continue to rely on the team to ensure we are faithful to our brand visual identity and tone of voice. The value we get from BatesMeron is tremendous.”
