Igniting change through repositioning

Working with administrators and teachers, rather than solely teachers, may be a seemingly subtle change, but it is actually quite a dramatic shift for CTQ and their constituency. We helped the organization rewrite their positioning to reflect this change and leverage their brand equity in the teacher community to authentically expand to a larger reach. Still a teacher advocate, they now help school systems improve from within, starting with the teachers and extending outward to the administrators. This combustive synergy between roles fueled the new brand direction.

Inform. Inspire. Innovate.

Our team designed the CTQ Brand Expression to emphasize the power of educator collaboration. The concept, ignite the power within, utilizes bold use of bright color, uses stylized images of combustion and documentary-style photography of educators actively working together.

A new approach to content

We updated the core identity while maintaining existing equity and developed a new messaging platform based on the updated positioning that informed an approach to content creation and a new tagline. With these foundational elements in place, we redesigned and developed their website, brand guidelines, marketing collateral and business papers.