An educated evolution
For 20 years, Center For Teaching Quality (CTQ) has led efforts to improve public education, drawing from the expertise and insights of experienced educators. They have worked with thousands of teachers, administrators, and system leaders nationwide, listening to and learning from their experiences, then collaborating with them to create solutions to make public schools better. Today they help teachers grow as leaders and partner with administrators and district officials to reimagine how schools work.
As a nonprofit, CTQ began as an organization primarily devoted to teachers. They built a large online community of teacher leaders and provided support and education to empower teachers to improve their education systems from within. In 2017, the organization shifted their target audience from solely teachers to entire school systems. With considerable brand equity built in the teacher community, they hired D+i to help guide the evolution of their brand driven by a reimagined positioning.
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.
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, images of combustion and documentary-style photography of educators actively working together.
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.
Center For Teaching Quality
Core Identity Design
Website Design & Development
Marketing Collateral Templates