LEAP Innovations
A national leader in education needed a new brand to reach foundations and educators.
Insight
In over four years, LEAP has worked directly with more than 125 schools across Chicago to implement personalized learning, from classroom-level innovation to whole-school transformation. But when we worked with them the data was still preliminary and the sample sizes weren’t large enough to make their case. We needed to tell their story through the lens of the nation’s education history, pedagogical methods, and current challenges.The Answer
We deployed our Brand Discovery method to fully understand the sector—competitors, audiences, the educational system, and political factors. We brought on ex-school teachers and educational administrators on our team to fully expound the core needs of the LEAP audiences. In total, we created 22 versions of the LEAP vision and mission statements, culminating in a final selection. Five months after we worked with LEAP, they were awarded $10 million by the Chan Zuckerberg Initiative (CZI).Hundreds of hours of research yielded a thorough grounding in the latest pedagogical theories, an audit of competing educational organizations, and a nuanced understanding of the various customer segments—from students to technologists.
We conducted primary and secondary research in order to unpack all the motivations behind using LEAP's products and services.
Vision Statements are critical to nonprofits as a North Star of what they want to accomplish. To make sure we explored every possibility, we created 29 options for LEAP.
The LEAP ad concepts used emotional storytelling to get across the impact of personalized learning on students.
