K12 Insight Corporate Redesign
K12 Insight offers customer service software and support for addressing school-related issues in K-12 schools across the country.
The problem
K12 Insight’s current identity failed to capture the unique narrative behind their mission and suite of products and services aimed to help schools. Their identity lacked cohesion throughout their marketing materials both print and online.
The solution
The corporate redesign requires a holistic brand system that is both timeless, yet still relevant and recognizable in the school and technology space.
The logo + rebrand needs to be:
easy recognizable
capture the integration of technology and school culture
capture the company’s mission
help propel a brand reputation of a company that builds trustworthy relationships with their users
provide cohesive and well-defined branding for the company, messaging, and products/services
Impacts & results
Conducted user interviews to hone in on accurate messaging that K12 Insight’s user were familiar with.
Designed a logo that truly captured K12 Insight’s mission of seamless integration of their cloud-based products into school districts to provide positive school experiences.
Designed a corporate logo and product logos that worked cohesively into K12 Insight’s narrative.
Created an identity and style guideline that truly captured the spirit of schools and K12 Insight’s users.
Current logo & proposed logo
The current logo failed to effectively capture K12 Insight’s unique products and market positioning. It appeared outdated and did not fully represent the company’s mission. As a startup driven by a team of passionate individuals, K12 Insight’s core mission is to support and empower schools.
My goal was to design a logo that aligns with K12 Insight’s mission-driven narrative, reflects the dedication of the team members who bring it to life, and resonates with the users who rely on their solutions.
Logo symbol & formula
The symbol
The symbol has multiple meanings. I wanted to focus on the concept of basic shapes. The foundation of many shapes starts from squares, circles, triangles, and rectangles. From these basic shapes, several other shapes can be formed. The mission of fostering a positive learning environment requires a strong foundation built on trust and effective communication.
I chose the triangle shape for two reasons. First, K12 Insight offers three products. The three primary colored triangles represent the two products (Let's Talk and Engage) and services (PD and Training). The triangle is also one of the few shapes that naturally tessellates. A triangle tessellates into a hexagon (proposed symbol). When a shape tessellates, it means to cover a plane or surface by repeatedly using a single shape without gaps or overlapping. The idea of the triangles tessellating (products) to integrate with school culture (K12 Insight's users) forms a seamless integration of technology and culture.
The formula
The formula for the new logo and K12 Insight’s mission is to combine technology (K12 Insight products) with school culture (teachers, staff, students, and the community) to create a seamless integration of technology-driven customer service products.
The triangles represent the technology aspect of K12 Insight, while the chevron shape symbolizes the culture aspect (K12 Insight’s users). Both the chevron and triangle are repeating shapes found in the product logos and marketing materials.
The style
The proposed style is playful and energetic. The color scheme focuses on primary colors, reinforcing the idea of foundations, and includes tints that can be applied to illustrations. Fun, dynamic illustrations and textures have been incorporated into the proposed style, capturing the spirit of schools and adding a sense of excitement and engagement. These elements can be used across marketing materials to evoke a vibrant, school-inspired atmosphere.
Marketing collateral
The proposed marketing collateral included a new product list booklet providing hi-level information about each product. Retargeted and social media ads were also designed. The ads were A/B tested for accurate messaging and effectiveness of layout. The company website was also redesigned to reflect the new corporate branding.
