Algebra is the leading private education institution attended by 15,000 students annually. Despite the growth, the brand has faced several major challenges. Most importantly, its image was outdated and unattractive to potential students.
This educational institution had to become top of mind to all of Algebra’s target groups who are: “7 to 77 year olds” – the elementary school students attending Algebra’s digital academy, adult students attending lifelong learning programs as well as college students.
In order to empower Algebra and to give the brand a clear meaning, we introduced the Branded House model of brand architecture where all of Algebra’s extensions and programs were united under one umbrella brand. We created a striking emotional brand story which inspires Algebra’s students to discover what they love doing and to become excellent at it. The brand’s verbal and visual communication motivates students to become beacons of excellence and a source of inspiration that will ignite the spark in themselves and others.
We call this lighting the spark. Therefore, the new slogan is: “Be excellent at what you love doing. Light the spark.”
The new visual identity represents a stylized letter A reminiscent of the pages of an open book, symbolizing learning, continuous growth and progress. The colors communicate the energy and passion that will light the spark for learning and growth.
Immediately after the rebranding launch, Algebra increased the number of applicants to its courses by 15%. Algebra’s 23 different web pages came together under one multisite with 1.1 million visitors each year. Algebra became a relevant and exciting place of higher learning for both domestic and international students, as well as an attractive employer with employment rate jumping by 40%.