Refreshing Apex Learning's Brand

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Under the banner of a strategic brand refresh, Apex Learning undertook a transformative journey to reframe its narrative and amplify the breadth of benefits offered by its digital curriculum to educational partners.

Recognizing the challenge of engaging new advocates and enhancing relationships within existing accounts, we pivoted our storytelling approach. By prioritizing the human element—highlighting the experiences of students, teachers, and administrators—we aimed to convey the profound impact of our learning solutions more comprehensively.

Collaborating closely with an agency partner, alongside the VP of Marketing and CEO, I led the charge in crafting a refreshed brand narrative. Leveraging insights from recent qualitative and quantitative research, the agency synthesized these findings into compelling brand expressions. Together, we refined our strategy and developed tools to cascade the brand story, key messages, and storytelling frameworks across the organization.

The unveiling of the new Apex narrative took center stage at the company's annual kickoff meeting. Accompanied by refreshed collateral and an updated website, a complementary year-long internal campaign and sales enablement series equipped employees with the tools and techniques needed to effectively convey the transformative power of our learning solutions through authentic storytelling.

External campaigns were also launched to reeducate districts on all Apex Learning had to offer.