TPT
Propelling a beloved teacher brand into the future
TPT (formerly Teachers Pay Teachers) is the go-to platform for educators and the world's largest catalog of teacher-created learning content and tools for interactive digital instruction. More than 7 million educators — including 85% of PreK-12 U.S. teachers — use TPT to save time, engage students, and learn from each other.
The Challenge
With the education landscape getting more saturated and brands increasing their scope, there was an urgency to evolve TPT’s brand to better reflect who it was becoming and ultimately served. A rebrand would help TPT to better tell its brand story, offerings, and value.
At the start of this evolution, we reflected on our current look and feel and asked ourselves, “What’s working? What do people remember us for? What can we build upon?” Our goal was to retain the equity and celebrate the brand’s 15+ year history – while also modernizing to encompass all the ways the business had evolved and will continue to grow.
The Approach
With teachers being at the heart of our brand – we looked to their workspaces, tools, and resources to inspire how we evolve our visual system. From there we created a set of visual elements that are reflective of the modern classroom. We reimagined classic patterns and colors – like chalkboard green and a fun take on a marble notebook pattern. Handwritten motifs and notes – sprinkled in poignant moments to help emphasize an important thought, provide direction, or deliver moments of delight and genuine encouragement. Gestural lines that are representative of teachers’ steadfast guidance and direction – weaving in and out of designs and grounding other visual elements.
CREDIT
Photography Lisa Weatherbee, Jules Slutsky Brand Identity Tim Bayon
