Paper™—rebrand

company overview

Paper™is an educational technology company that partners with school systems to offer access to academic support such as tutoring, coaching, college and career support, and practice in core curricula.

the need

Paper™, having just acquired Major Clarity and Readlee as a first step to building a complete Educational Support System (ESS), needed a brand flexible enough to address their diverse target audiences: K-12 students (end users), caregivers, teachers, and government officials (client).

my role

Design lead, working from initial research through to final delivery, including new logo design, color palette, typography, and brand guidelines.

solution

Spearheaded a company-wide brand redesign. Led a market research and competitor analysis to understand target audiences and industry landscape. Conducted internal interviews with key stakeholders to better understand pain points. Developed a brand identity package that reflected the diverse and inclusive nature of Paper™. Mentored a team of juniors to ensure smooth transition and adherence to the new brand guidelines.