[THE brief]
Following I Can Read’s acquisition by a global private equity firm, we were engaged to help strengthen the brand to compete more effectively in the increasingly competitive tuition and enrichment market.
We were briefed to help craft the brand value proposition, clarify the brand architecture model and build greater consistency across the brand identity and communications.
[THE approach]
The project began with a thorough brand audit, followed by qualitative research including discussion groups with parents of children learning with I Can Read and its competitors.
We ran multiple stakeholder interviews to understand the future business strategy, and market trends were captured through desk research. The insights informed a robust brand positioning and clear architecture model.
We then developed a refreshed brand identity and translated it into a wide range of branded application and detailed brand guidelines.
[THE insight]
The insights revealed I Can Read was perceived as a respected English reading provider, yet it lacked a focused brand and clear value proposition.
Parents saw English proficiency as crucial, but the brand’s messaging lacked a distinct story, leading to inconsistency across various channels.
I Can Read’s brand values also needed to be clearly articulated. The insight being parents’ demand for English language proficiency extended beyond basic skills.
[THE outcome]
The rebranding project culminated in a clearly defined brand proposition: “Revealing the joy of reading. Equipping children for the rest of their lives.” Core values of Curiosity, Confidence, Enjoyment, and Understanding were established.
A final brand positioning brought clarity. With the new brand, I Can Read would ensure emotional resonance with parents and equip children with lifelong skills.
