QSM
Quality Science & Math - CASE STUDY
THE MISSION
QSM is a government grant program with a clear goal: to equip teachers with the proper tools and techniques to guide students on their knowledge journey.
CLIENT
QSM
THE OUTCOME
The most important part was to understand how to position QSM as an absolute necessity for teachers. After the first analysis and planning meetings we created an iconic, flexible brand identity that QSM customers and admin fell in love with. The style reflects the organization's roots.
SERVICES
Brand identity
Logo Design
P
Video Production
THE IMPACT
The impact the work had on the business was amazing. Prospective recipients applications rose by 25%
What is QSM?
QSM is a grant program. The state government wanted to create funding for purchases for math and stem education. They believe the purchasing of non-consumable materials and equipment is imperative for standards-based, effective, innovative, and high-quality mathematics, science and STEM course instruction.
What was the goal?
The was to not simply rebrand the program, but to additionally make it more accessible to educators across the state with modern interactive training modules.
The process
PHASE 1 - RESEARCH AND STRATEGY
At this stage we focused on understanding the essence of the grant and how we could find a fit with QSM brand’s objectives. When analyzing it in relationship to the it's sponsor university, it was easy to see that they all had a similar style in terms of colors. No one was really standing out.
Brand attributes
THE PRINCIPLES THAT GUIDED THE CREATION OF THE BRAND
Cool & different
We realized that QSM should not look like the standard grant. It had to be different, it be just as cool and exciting as the education it wanted to support.
Approachable
QSM had to be a place where instructors thought was accessible and necessary for success in their classrooms.
Sleek
QSM is a grand. Yes, you have to fill out applications, and follow many procedures. But it's also on the a champion for teachers, with deep roots in the culture.
Gathering
QSM is for the advancement of education in Louisiana. A core value is that knowledge is a right for all students.
The process
PHASE 2 - BRAND IDENTITY DESIGN
The visual identity of QSM was the perfect opportunity to express what this grant really is. We created a flexible visual identity that could be used in any possible application. The logo, the typographic style and the secondary graphic elements all contribute to differentiate QSM from other more well known grants in the state.
Not everything went smooth
Originally, we wanted the new branding to represent the forward thinking nature of education. It was on this idea that I based my first logo sketches, but at some point I realised that this was not the right direction. Though we reached some ideas we liked, we felt that they didn't also capture the pride for advancement of Louisiana education that they had. Once I realized that, I changed the creative direction, focusing more on incorporating familiar cultural elements and the attributes we identified in the strategic phase.
Flexible, of course
QSM's logo had to be flexible enough to be applied in very different applications. The logo is designed to be easily scaled down to fit on business cards but also scaled up to be used on huge print banners for fundraising events.
