Case Study: Brand Identity for CultureEd Collective

When CultureEd Collective asked me to design a brand identity for their nascent company in anticipation of a 2020 launch, I was thrilled at the prospect of representing their differentiated and holistic approach to diversity, equity, and inclusion consultation, specifically for the education and value-based organization sectors.

With a combined over 30 years of experience in non-profit organizations, public, charter, independent, and international education, the two founders were more than ready to take their extensive knowledge and expertise as leaders, coaches, and facilitators for schools and value-based organizations in helping them build a strong culture where every person feels they belong.


  1. Discovery Session

We hopped on a 2-hour virtual meeting and aligned the project goals, established positioning, explored their target customer, delved into the customer journey, explored their brand attributes, and unearthed what made their brand unique.

  1. Brand Recipe

Over the next week, our Brim team distilled the discoveries made during the session into a comprehensive Brand Recipe, which included CultureEd Collective’s messaging, competitor profiles, visual inspiration, and strategy points to help achieve their short term and long term goals. The Brand Recipe is everything. It is the foundation for any marketing and design that happens from this point on.

  1. Logo design

Building on the approved Brand Recipe, we transitioned to the logo design process. With CultureEd Collective’s customers in mind, we presented 3 options for the founders to review. From there, they selected 2 favorites with some edits. Then we moved to finalize their approved final logo design and bring it to life!


The final result is a logo that portrays CultureEd as a consulting firm that goes against the grain of ‘business as usual’ and communicates innovation, empowerment, and forward-thinking. One year after their launch, CultureEd Collective’s business and client portfolio are burgeoning, and the founders have transitioned to running the business full time.

The final primary logo with tagline.
The final horizontal logo with tagline.
Business cards with 3 back designs and 1 front design.
Notecards (front and back design) and Style Sheet.
Web design by Brim Branding. Web development by Starburst Media and Pixel Jam Digital.

To learn more about CultureEd Collective, visit their website here.

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