Paper™, having just acquired Major Clarity and Readlee as a first step to building a complete Educational Support System (ESS), needed a brand flexible enough to address their diverse target audiences: K-12 students (end users), caregivers, teachers, and government officials (client).

Through research and discovery interviews with key stakeholders across departments, identified key pain-points, clarified the key target audiences, and defined the values of the brand, to inform the development of a flexible design system.

A comprehensive visual language that skews to the different audiences (teachers, administrators, caregivers, and students) with a consistent brand personality across applications. Bouncing off of concepts such as "evolution", "success", "achievement", "focus" and "future" we came up with a direction for an identity that evokes durability and ingenuity, portraying progress and innovation.