YOU KNOW YOUR BUSINESS, WE KNOW MARKETING
With 4 decades of success and experience, ARK needed to redefine who they are within a modern context.
ARK is a non-profit dedicated to assisting all students with learning differences. ARK works with students to overcome barriers to learning by building an individualized cognitive toolkit. Unlike the “one-size-fits-all” structure of ubiquitous tutoring programs, ARK is unique in that each student works with a dedicated educational therapist to develop a strategic toolkit that is unique to their individual needs. ARK is not a tutoring facility. It is educational therapy to overcome barriers to learning.
STRATEGY: DEFINE IDENTIFYING CHARACTERISTICS
Before approaching Percussive Design, ARK had done extensive work to assess their marketing challenges. This was helpful to define the holes that rebranding and new marketing needed to fill. The primary challenge that ARK faced was to distinguish themselves from the national tutoring programs with massive advertising spread. Although ARK provides a very different educational experience, their message was lost amongst this competing noise. Working with a marketing committee, Percussive Design helped identify the characteristics that separate them from their competition and provide marketing visuals and voice.
The key feelings that ARK needed to visually represent are warmth and hope. When a potential client approaches ARK, it is because their child is struggling. Most families have tried and struggled to help their child. To capture and embrace this potential client, it is key for ARK to project hope and to embrace the child’s needs. To visually represent this, a sturdy color palette is warm and stable. There are pops of more saturated colors to encourage hope and joy. The fonts are spirited yet steady.
The logo mark is a spin off of the concept of concentric circles. On its own, a circle represents perfection, centering, focus, wholeness, and revolution. In the ARK logo mark, the circles are askew, yet they still are centered, unified and continuous. This mark symbolizes how the learners at ARK may have differences in how they learn, but with hard work and finding their own strategy of learning, they can be successful. They may be “askew” compared to conventional learners, but their learning is still symbolically centered,unified and continuous for their lifetime.
The ARK Brand Voice is knowledgeable but not institutional. It reflects that they are experts in their field, but is appoachable for people who have limited awareness of this field. Throughout everything they say, their is an undertone of hope and optimistim.