Educo

A new brand identity

Our collaboration with Educo began in the summer of 2022 by revamping the brand identity. This involved a logo redesign, a new visual concept, and the design of new advertising materials. The outdated visual identity was transformed into a simplified and modern version, featuring a round ‘e’ letter extracted as an independent logo mark. Educo’s mission to drive change is mirrored in the new visual concept through motion: a motion blur effect has been utilized in images depicting individuals.

Recent changes in Educo’s service concept, product portfolio and clientele have brought a situation where leveraging diverse digital channels in marketing is seen in an entirely new light. Our old brand was designed more for the physical environment, a time when digitalization wasn’t as integrated into our daily lives,” explains Samuli Rönkkönen, Sales and Marketing Director at Educo.

A unified visual identity

With the advertising materials, we began by leveraging elements from Educo’s existing website. Educo’s previous partner had successfully chosen a stylish font, a clean color palette, and abstract illustrations for the website, which we incorporated into the advertising materials. However, Educo’s team faced challenges in producing advertising materials due to the lack of a cohesive brand identity, leading to a disparity between the website’s appearance and the digital advertising materials.

We created a distinctive and stylish visual concept and built templates for digital assets in commonly used ad sizes. We compiled the updated visual identity into a brand book, offering guidelines for using the logo, typography, illustrations, and color scheme. The guide also includes directives for the visual concept and examples for implementing the brand identity into digital advertising materials.

When embarking on Educo’s visual update, our primary focus was on evoking specific emotions in our customers. The new balanced and minimalist logo, realistic imagery depicting movement, and clear brand elements communicate professionalism and trustworthiness. It portrays precisely what Educo represents today,” says Samuli Rönkkönen.

Website audit and measurement update

Alongside the visual update, we conducted an audit of the website, examining its technical implementation and SEO status. Following the audit, Educo’s website was migrated under our management, and we made several technical fixes. We also updated the site’s analytics measurement to Google Analytics’ new version, Google Analytics 4, and set up relevant metrics and conversions to support data-driven future developments and Educo’s business goals.

Search engine marketing

At the core of our collaboration is search engine marketing, which commenced with a keyword analysis, a content audit, and a competitor analysis. The keyword analysis investigates the keywords by which target audiences search for information online and the kind of content that fulfills those search intents. The content audit involved reviewing the existing content on the site, focusing on aspects such as duplicate content, insufficient content, keyword usage, and leveraging findings from the keyword analysis within the current content. The competitor analysis, on the other hand, examined competitors’ visibility, content, and link profiles in search engines.

Establishing the foundation for search engine marketing and understanding the client’s current situation are important starting points for a successful collaboration. It also helps us plan and prioritize future work.