Problem
The Yashovardhan Birla group’s foray into education envisaged a mother organisation to provide training, technology, finance and leadership to a family of educational institutions, covering pre-schools, K-12 and after-school enrichment programs.
Brand idea
BE is a ‘nurturer and facilitator’, with the personality of a ‘keeper of values’—a mother.
Identity Design
The final solution expresses the brand idea by representing Birla Edutech (colloquially, BE), as a ‘carrying the seed of its child institutions in its womb. BE’s environmentally sensitive identity is expressed through colour and form.
Communication expresses
BE’s values in education, which respect traditional knowledge side by side with contemporary knowledge and skill. The group believes in borderless learning—like teaching physics and history in the same lesson.
Products
At present, BE has three brands. Elevate is an after schools enrichment program. Globe Tot’ers is a preschool. The third, Open Minds is their foray into a full K to 12 school. When these three identities are placed along with Open Minds (shown next) they must form a family of institutions that celebrate play and development. Each brand draws from and aligns culturally with the mother brand, yet each has distinct identities.
Elevate is based on enrichment via theatre and arts that can transform childrens’ personalities in a manner that school cannot. The elevate initial is conceived as a springform emphasising a dramatic impact and an engaging experience through play and performance.
Globe Tot’ers identity is located in the narrative world of the child, populated with birds, insects and flowers. The bird leaving the globe suggests the exit from one stage of development and entry into another. These two brands have similar voices, based on play but with a differ expression of culture.
Open Minds
The flagship institution Open Minds requires an inspiring identity with an internal narrative that is as important as its external aspect, because school leaders, staff and eventually parents need to be aligned.
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a mother institution teaches three of her children to teach
The Yashovardhan Birla group’s foray into education envisaged a mother organisation to provide training, technology, finance and leadership to a family of educational institutions, covering pre-schools, K-12 and after-school enrichment programmes.
be is a ‘nurturer and facilitator’ with the personality of a ‘keeper of values’—a mother
The solution expresses the brand idea by representing Birla Edutech (colloquially BE), as ‘carrying the seed of its child institutions in its womb’. BE’s environmentally sensitive identity is expressed through colour and form.
elevate is based on enrichment via theatre and art
The Elevate initial is conceived as a springform emphasising a dramatic impact and an engaging experience through play and performance.
globe tot’ers identity is located in the narrative world of the child
Populated with birds, insects and flowers. The bird leaving the globe suggests the exit from one stage of development and entry into another. These two brands have similar voices, based on play, but with a different expression of culture.
open minds, the flagship institution, expresses an inspiring identity
An internal narrative that is as important as its external aspect. School leaders, staff and, eventually, parents need to be aligned.
sharePartner-in-charge Itu Chaudhuri | Creative Director Lisa Rath | Art Director Avantika Agarwal | Design Concept Lisa Rath, Avantika Agarwal | Design Development Joyita Banerjee | Writer Shahana Chaudhary
