Center for Teaching Quality
mission / brand DNA / creative
A longstanding leading voice for the role of ‘teacher leaders’ and teacher influence in public school educational reform.
NEED
To ensure relevance in the rapidly shifting educational reform marketplace of ideas, the organization needed two significant redefinitions of their stated mission, value proposition, brand strategy and creative platform.
APPROACH
I first collaborated to lead the organization through a strategic planning process that set the stage for the Brand DNA work that defined the foundation of their brand proposition. We then created a new brand identity system for the organization that reflected their DNA and wrote the brand tagline to help audiences connect with the organization’s purpose. Several years later the organization needed to pivot and I helped them navigate this strategic shift by redefining their mission, brand positioning and creative platform including their current tagline. Creative work done in collaboration with D+i Creative.