Helping a Brand Grow in New Directions
Elsevier’s College of Direct Support approached us with a branding challenge that would transition them from a single product to a suite of tools offered in a variety of new markets.
These products provide online training for support workers who assist members of the community with mental and physical challenges. In addition to providing better care for those being supported, the curricula also elevates the professionalism of the workforce delivering that care.
As we immersed ourselves in their brand, we discovered that their training is more than courses and chapters and facts to read. Each lesson is a building block to a fulfilling career that directly enhances the care and support workers deliver. It’s care and support that allows those served to live more fulfilling lives in the community.
Their courses are all about pointing support workers in the right direction with tools that educate and inspire, helping them understand how they fit into a bigger picture and setting them on the right path to use what they’ve learned to start improving lives.
That’s why we called it DirectPaths.
In order to help the group understand the new brand, we created some design expressions so they could envision how everything would work together.
As a result, we gave the brand everything it needs to continue to excel in its existing market and scale into additional markets. Plus, we got a chance to work with some great people that are dedicated to a making the world a better place not only for those in need, but for the workers themselves.
Design expressions for brochure systems to help illustrate the new name and identity.
We showed how the brand can still be about caring for people, but talk about things like standardized skills and career development.
Design expressions for the website.
