ETHEX
Make Money Do Good
THE KEY
Staying at the forefront of Ed-tech
Brand Architecture
Brand Strategy
Brand Identity
Animation
Illustration
Iconography
Copywriting
Tone of voice
Brand Guidelines
Brand Rollout
Brand Guardianship
TRUTH
The Key is a market leader in a category it pioneered - providing indispensable professional advice and support to head teachers across the UK - an audience under increasing pressure who work in a fast changing policy environment.
With free content everywhere and disruptive Ed-tech startups circling, Head Teachers were drowning in information. What they actually needed was the ability to cut through it; to know what mattered, fast, and to be able to act on it.
'The Knowledge To Act' epitomises the aspirational mindset of effective school leaders - action-orientated, entrepreneurial doers who have the courage to act on what matters.
DARE
With the company's previous brand blending into the status quo, we needed to ensure the brand identity reflected The Key’s position as the category leader. We created a system where school leaders could access information and content quickly. The ‘highlighter’ and ‘pointer’ device within the logo are used to clearly signpost important insights, enabling users to access the information easily.
A bold colour palette was matched with a tone of voice that feels much more confident, intelligent and assured – helping to imbue trust from an audience of savvy school leaders.
Thisaway undertook a rigorous strategic analysis of our entire business, which enabled them to really get under the skin of the company. This, along with their knowledge of the sector and wider understanding of the educational system, meant they were able to steer us toward change with confidence. 'The Knowledge To Act’ resonated with everyone who works here and has galvanised the entire business. We now have clear direction for the exciting future ahead of us.Sarah Hernandez - CMO, The Key