How do you convince parents and students that play-based education, a novel idea in schooling, could be both successful and fun? Build a brand rooted in achievement but explained in the language of games.
Because play-based education sounded unfamiliar and unrigorous, we chose a brand tagline that delivered the promise of the approach without denying what it was. We used the novelty as an asset and reframed it as the next step in schooling. And where education felt like passive instruction, we told parents that here students would actually learn.
Next Level Learning
Knowing that it would be primarily educators and not design professionals using the guidelines, we built a simplified document that repositioned what some might see as “rules” as an opportunity to practice what the school was all about.