Children’s Dyslexia Centers
Scottish Rite, NMJ
Helping Children Reach Their Full Potential
Since its inception in 1994, the Children’s Dyslexia Center has aimed to provide students living with dyslexia enrolled in their program with the necessary tools to succeed in school and beyond. However, the organization struggled with outreach in local communities and fundraising due to an underdeveloped brand identity. In 2019, the Children’s Dyslexia Centers underwent a dramatic shift in brand to create a modern, relatable, and marketable brand identity system that represents growth and education. The goal was to ensure consistency and clarity across all brand elements and to encourage the organization to turn a new leaf in brand growth and development. This new brand identity system aimed to speak to hundreds of educators, staff members, students, and alumni across the United States.
A Well-Read Brand Experience
In order to ensure that all local Centers of the Children’s Dyslexia Centers had the necessary tools and support to build a strong and consistent brand, it was recognized that the corporate arm of the organization needed to function with the backing of their primary sponsor, Scottish Rite Freemasonry and the resources available. To achieve this, a creative strategy was developed, resulting in the creation of the four-leaf mark that symbolized the program’s multi-sensory educational approach of visual, auditory, kinesthetic, and tactile learning. The mark’s organic nature, reminiscent of a growing leaf, reinforces the brand’s commitment to the growth of students and educators. This strategic move not only reinforces brand consistency but also highlights the organization’s mission to support the educational needs of students living with dyslexia across all local Centers.
ART & CREATIVE DIRECTION
During the ideation phase, it became clear that “The Road Begins Here” campaign had anthemic potential, resonating deeply with DeMolay members and advisors. At its core, the tagline symbolized the transformative journey of a member’s life and issued a call-to-action to celebrate the invaluable benefits of DeMolay membership. We aimed to create a brand identity that encapsulated DeMolay’s spirit while preserving its formality and history. By combining the campaign’s mark with modern branding elements, we achieved an approachable and modern aesthetic that lets the tagline speak for itself.
BRAND & CREATIVE ACTIVATION
Growth Beyond Limits
The brand identity for the Children’s Dyslexia Centers simply couldn’t be contained within a single logo. As Design Director on this, I knew we needed to think beyond the conventional and reimagine the entire brand identity. We set out to create a fully redesigned user experience that catered to the needs of students, parents, supporters, and staff alike. And we didn’t stop there – we developed a cutting-edge design language that drove our creative and marketing strategies to engage current supporters and students, while simultaneously promoting the program to future supporters and students.
Throughout the rebranding process, I had the pleasure of working alongside some incredibly talented copywriters, developers, marketers, and designers who brought fresh and exciting perspectives to the table. Their input proved invaluable in driving the brand identity forward and showed a sign of growth in the program that we were all proud to be a part of.
RESULTS & FINDINGS
Watered Seeds Grow Greatness
After the successful rebranding of the Children’s Dyslexia Centers, the impact on the organization has been significant. Thanks to a combination of localized activation and creative corporate support, the new brand identity has helped to position the Children’s Dyslexia Centers as an industry leader in multi-sensory dyslexia education and certification. The reimagined brand has enabled
the organization to better connect with parents, professionals, and potential donors and supporters, driving substantial growth
Moreover, the newly reinvigorated web presence has elevated the organization’s online visibility, enabling people to more easily find and engage with the Children’s Dyslexia Centers at a local level. This enhanced digital presence has played a crucial role in attracting new supporters and raising awareness about the organization’s critical mission. I am thrilled to have led the impactful rebranding effort and look forward to witnessing the continued growth and success of the Children’s Dyslexia Centers.
This project would not have been possible without the support
and work of several contributors:
Children’s Dyslexia Centers Corporate and Center Staff, Scottish Rite NMJ Leadership, Charities, Marketing, Video, Creative, Development teams, Chris Walter Creative, Ashley Lulkovitz