LINQ
Brand Identity Development
A newly comprised merger of some of the best in K-12 business services, LINQ needed a fresh brand identity to reflect its experience-filled and interconnected team—both internally and externally. Lighting the path forward for the leaders of today, the new LINQ identity communicates to customers and employees alike that competitors can't hold a torch to the exptertise they have to offer.
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Thomas Roach
Logo Design, Graphic DesignMatthew Muller
Design OversightCharlotte Li
Brand StrategyJackie Bleicher
Brand StrategyTerra Gottesfeld
Strategic Oversight
Opportunity
As a comprehensive new company consisting of the K-12 industry's top service companies, LINQ was poised to present themselves as the single best integrated solution for educational leaders across the country.
Challenge
However, to say they had a little competition would be an understatement. In addition to other K-12 supergroups, LINQ was up against a myriad of niche established brands serving schools as part in a more traditional "a la carte" model.
Internally, they also faced the challenge of uniting a remote, newly conjoined workforce—groups who brought their legacy brand cultures with them. To reflect their consumer promise of working in lockstep, employees needed a new, resonant brand culture to get behind.
Strategy
What we realized was that, no matter where they came from, team members at LINQ were seasoned experts: individuals who had been working to solve K-12 business challenges for their whole career.
Therefore, we positioned them as illuminators—mentors who could show the path forward and solve the K-12 business challenges of today, shining a light on the information that leaders need.
Results
In addition to a custom logotype, we combined a flame and pie chart to create the LINQ torch. This centuries-old symbol for learning, leadership, and teamwork speaks directly to passing on knowledge to the next generation of leaders.
To communicate their expertise in the space, the design system leaned into a business consulting aesthetic, but one that didn't lose the heart that comes with working every day to benefit school systems. This system easily scales its expressiveness by need while providing maximum flexibility to accomodate for a variety of physical and digital touchpoints.
Brand Teaser