Figuring Out the “How” of a Dream Rebrand
A fast-growing tutoring company uses a space makeover to connect the dots between its brand and its learning environment.
Since 2005, Chicago-based Wyzant has been helping students learn. Today, its digital platform connects customers with more than 80,000 independent tutors in 300-plus subjects. Founders Andrew Geant and Mike Weishuhn believe that one-on-one instruction is the best way to help students overcome areas in which they are struggling.
Growing demand from adult learners looking for private tutors inspired the Wyzant team to rebrand in August 2016, and the effort included its office space. “We wanted to incorporate updated graphics into the space to inspire branded work and have an office space that represents our dedication to learning. Since we’re a digital company, it was important to have something of the new brand that was tactile; that we could see every day,” says Wyzant marketing designer Andi Mints.
They turned to Chicago-based graphics company Cushing to work on a design and interior graphics installation that tied in the company’s new branding. As an education company, Mints says connecting the dots between the brand and their work helping people learn was important to them. This was also among the first times Wyzant would see its rebrand interpreted outside of a computer screen, so it was exciting for them to see the project in their work environment, she says.
Bringing graphic dreams to life
“It’s always fascinating to work with someone who really knows what they’re doing. We went to Cushing with lots of dreams and ideas, and they helped us figure out the how. They were excited to bring our graphics to life,” she says.
Cushing Marketing Manager Jon Davis says his team was up for the challenge. “Our team loves taking a message and a brand and interpreting that into various forms,” he says.
The result was a multi-part installation that included interior graphics in the entryway and on several walls, as well as stair risers. Blade banners with the new logo were installed on the building exterior, making it the first time Wyzant had any exterior signage at all. Cushing used 3M™ Controltac™ IJ180C and 3M™ Scotchcal™ IJ40 for wall graphics and 3M™ Scotchcal™ Graphic Film for Textured Surfaces IJ8624 for stair risers.
“There was definitely some buzz around that—it was fun for our team to see the Wyzant brand highlighted more prominently in the neighborhood,” Mints says.
Although they don’t have immediate plans for new installations, the response to the existing graphics has been very positive, Mints says. The graphics they now have are “an excellent springboard for any future brand work,” she adds.
“We have a very small office, so we don’t specifically point out our graphics when we walk visitors around, but they help set the tone for what Wyzant is all about,” she says.
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