Brand Management • Graphic Design • Logo Design
Dworkin & Daniels Tutoriing
Brand Development & Marketing
When Thomas Daniels acquired the Dworkin Tutoring business, he wanted to create a new visual brand identity that combined the well-established Dworkin business name but introduced the business as being under new management.
SERVICES
- Rebranding acquired business
- Logo development
- Marketing materials design
New Brand… but Temporary
Developing this brand was unique because there would be two phases to the transition.
- Merged – a version of the logo that shows the two business owners named merged into one.
- Separated – a version of the logo that dropped the old owner after a period of time.
It was important to emphasize the “Daniels” part of the new branding and create a logo that could be altered in the future to seamlessly remove “Dworkin” once the business’s contractual obligations were fulfilled for the name transition.
Styleguide
Developing a brand styleguide for easy reference was a key part of the project. Brand management would be handled by the client after the hand-off and it was essential that a quick-reference stylesheet would make it easy for him to stay on brand.
Creating two versions of the logo – stacked and horizontal – helped adapt the branding onto many different types of marketing materials.
Communication Tools
This tutoring business relied heavily on word-of-mouth marketing, direct mail and correspondence and face-to-face networking. Developing a stationery set helped these grassroots marketing efforts.
Business Cards were created for each of the tutors on staff with Daniels Tutoring. Letterhead and envelopes were printed at a local print vendor and mailed to clients individually.
Marketing Materials
Using existing materials and new information, I worked closely with Tom to develop a brochure that could be mailed to prospective students who were interested in test prep tutoring. Compiling new information alongside old brochure and flyer content from the previous owner helped us bring the brochure into the new brand family.
SKILLS
- Information Archiecture & Organization
- Brochure Design
- Print Management
BOOK TYPESETTING & DESIGN
A key component of the Dworkin & Daniels Tutoring program was based on the Pick Six Strategy. To help students better understand the concept, we designed an easy-to-read booklet that explains the steps needed for effective test taking.
SKILLS
- Book Cover Design
- Interior typesetting
- Print & e-Pub File Prep
