Follett Educational Services has been a leading provider in education for decades, serving over half of the students in the United States through educational content, products, and technologies. They empower educators by delivering customized solutions and access to an extensive portfolio of products, publishers, and service providers.
Our role was to create a new, customer-facing brand that reflected the longstanding trustworthiness of Follett in a modernized way. To achieve this, we conducted face-to-face interviews with company leadership to determine internal perceptions of their strengths. We then compared these findings to customer perceptions, as learned through phone interviews. After analyzing the results, we identified the key strengths of Follett to highlight in the design.
We developed Follett’s new brand positioning message, campaign tagline, and all related communication elements. The new tagline, “empowering educators, enhancing outcomes” was created to be a simple yet impactful description of Follett’s core values. We chose more engaging photography that emphasizes diversity and a passion for learning among students. An updated color scheme now provides a fresh, cohesive look. All aspects of the design work were crafted to portray the goals and ideals of the company, and visually bring the Follett brand into the future.