The Pennsylvania Cyber Charter School is one the nation’s most experienced and successful online public schools. But it was facing challenges, including a leadership change and increased competition. Wanting to increase enrollment, PA Cyber was looking to revitalize its brand and redefine itself in the marketplace. After a thorough discovery process, we developed and then implemented a strategic marketing communications strategy that focused less on the high-tech aspects of cyber learning, and more on cyber students and the emotional thrill of learning.
Our re-brand effort culminated in a new tagline: Learning Never Stops. To represent the brand visually, we invented a mascot: Archimedes the Owl. Archimedes stands for wisdom, knowledge and lifelong learning – and makes a compelling and memorable logomark.