Firefly Education needed a rebrand to reverse the level of awareness towards the company's brands hierarchy, placing it back on the top of it.
With some well-established products on the market, the leading brand was getting lost under their shades. So it was necessary to shift the perception so that the brand started to get better known for its purpose and commitment to the educational sector.
Following their purpose to light the way, and provoked by the 'why' question that drives us to continue exploring and learning, we understood that the letter 'Y,' which sounds like the question, would be the right symbol to represent this concept. The Y comes first, lighting the way as a firefly and guiding others who follow it.
Firefly Education is the quintessential teacher. It is the teacher that the school leaders wished worked in their school. It is the teacher, that other teachers wish they were. It's the teacher, the students wish they had.
Lighting the way for students; taking the spark of curiosity and fanning it into a bright flame of knowledge. Lighting the way for teachers; providing support and inspiration for their teaching journey. Lighting the way for the industry, showing what is possible at the leading edge of innovation.
Besides the color palette that plays an essential part in the brand's identity, we also created something we called Luminescence. It is a visual device that complements Firefly Education's visuals and represents the figurative path of a firefly in flight, "lighting the way" and adding fun to visual communication.
As a result, the new Firefly Education brand repositions its relevance, becomes consistent, and much more friendly and welcoming to its audience, reflecting its core purpose of lighting the way to strengthening the Australian educational industry and, by consequence, forming an enlightened society.
The new brand is fun, passionate, authentic, innovative, and has a clear sense of its purpose, pointing towards it in every aspect.