Varsity Tutors | Brand ReVAMP & GUIDELINES

Putting the conversation before the credit card.

When I joined Varsity Tutors, the voice and brand lacked consistency and sometimes felt confused and shady, like a used car dealership. To fix this, I conducted brand perception surveys, interviewed customers, and listened to calls. I also led brand workshops with employees to define how we wanted to be perceived. From these insights, I created a brand voice document and messaging guidelines that became the foundation for everything from call scripts to TV ads and even the logo redesign.

Working closely with product teams and my design partners, I built this comprehensive brand and messaging guideline site to ensure all content was consistent, on-brand, and geared to the right audience. Full Site

One of the first projects we did to showcase our new brand was a TV campaign developed in the early days of the pandemic. I wrote and helped direct both spots. We worked with an agency out of New York and oversaw the shoot remotely. And to make things even more fun, they were shot during a tropical storm.