Brand Campaign Development
ROSETTA STONE - LEXIA LEARNING
Energizing Lexia’s Brand:
“Our Proof ⚡️ is Your Power”
Lexia: Home to the World’s Most Effective Literacy Programs with Proven Results.
Our dynamic multi-channel campaign introduced educators to an empowering mantra and an iconic lightning bolt symbol, symbolizing the fusion of awards and letters. This symbol reflects our commitment to excellence, seamlessly integrating with the Lexia "L" wordmark.
We take immense pride in our commitment to improving student outcomes. Our marketing plan encompassed various touchpoints, including digital news, social media, ads, emails, website promotions, and PR efforts. We strategically positioned our research within the context of learning during the COVID-19 pandemic, reaffirming our dedication to education.
CREDITS:
Creative Direction: Melanie Gargano & Brian Connaughtan
Marketing & Strategy Leads: Linda Passante & Mark Sutter
A literacy ‘Super Brand’ Emerged with Cambium Learning’s Acquisition of Lexia & VSL.
The acquisition emphasized the need for brand innovation and rebranding. Our firm was invited to reshape the brand identities for Lexia and Voyager Sopris Learning (VSL), creating a unified vision that focuses on the collective power of the educational companies within the group. This propelled both brands into exciting new chapters of growth and innovation.
Brand Identity
“All for Literacy”
We refreshed the main brand logo & tagline. Selecting a modern typeface and vibrant color palettes helped to kickstart our visual evolution.
We then built solid foundations for branding systems that would seamlessly apply to all of Lexia’s product logos. We also created new logos based on the new branding for Lexia’s Educational Leadership Council and Customer Advisory Board.
Our creative approach was symbolized by dynamic 'sparks,' a globally recognizable symbol of learning and excitement. These sparks enveloped captivating hero images of students and teachers, sparking curiosity about the meaning behind "All for."
We, as the creative architects behind Lexia's transformative 'All for Literacy' rebrand and campaign, played a pivotal role in steering its evolution into Lexia's guiding philosophy. Collaborating closely with Moncur & Lexia teams, our responsibilities extended beyond concept generation; together, we meticulously orchestrated the entire rebranding process, developed the brand campaign, and crafted comprehensive brand guidelines. Our mission was clear: ensure seamless brand communication, from messaging to strategy.
Brand Guidelines
& Logo Systems
We prioritized maintaining a holistic approach to visual and verbal branding, recognizing the diverse range of products and services within the Lexia portfolio.
Brand Campaign
“All for Literacy”
Brand Collateral Design
Social Media & Website Design
– Website by Moncur, in partnership with Kim Oermann, Creative Director & Melanie Gargano, Creative Director & Lexia Learning –