Enterprise Rebrand
Country Base: USA
Industry/Sector/Keywords: Educational Institutions, Education, Technology Services, University, Learning

Below: Before and After Images in Slide Show, Summary, Credits

Industry Setting

Zovio, previously Bridgepoint Education, is a leading education technology services company that partners with clients to understand their customers on a deeper level and find the most meaningful ways to enhance their experience. Their competitors include DeVry Education Group, McGraw-Hill Education and Apollo Education Group.


Bridgepoint Education came to us ready to embark on a transformative journey. It sought to return its universities to the not-for-profit sector, while focusing the remaining business on becoming a new education technology services company that would help educational institutions and employers thrive.


To navigate this inflection point, Bridgepoint partnered with us to create a dynamic, meaningful brand for the new company with a breakthrough brand positioning, name, visual system, and brand voice.

To develop the brand, we first gathered deep insights into customer needs and emerging trends in the higher education landscape. From this foundation, we developed a brand that would reflect these needs, positioning the new organization as a next generation customer experience company that creates highly personalized interactions through predictive data and analytics, anchored in a highly emotive purpose — to help everyone be in a class of their own.

The new name, Zovio, positions the brand as an intelligence hub. The visual identity and brand voice are purposeful and bold. The logo is set in bright orange, alluding to energy and possibility. The logo shape is made up of multiple components.


“Establishing a new brand identity that represents who we are today, and that can take us into the future, was critical to support our transformation. The [Agency] team was a valued partner throughout the process.” – Tom McCarty, SVP and Chief Marketing Officer of Zovio.


Client: Zovio – www.zovio.com

Brand Strategists/Designers: Lippincott – www.lippincott.com

Creative Director:
Aline Kim

Peter Chun
Thom Finn
Katie Spohn
Emiko Osaka
Jeroen Sikma

Tim Cunningham
Dylan Stuart
Ji Young Jang

Julius Roberge

Department Director, Production: Jeremy Darty
Sr. Production Manager: Brendan deVallence