TGR Learning Lab

You don’t always need to change the logo to change the perception of a brand, and the Learning Labs are proof. Through extensive research, we learned the original brand identity signaled a learning institution: credible and trustworthy for adults and students alike, but lacking a wow-factor that could excite young people. We worked with the client to create a radically different visual identity without evolving the logo, honoring its close connection to Tiger and the TGR brand ecosystem.

We started by going all in on color. The new palette leans heavily on an evolved, brighter blue, and adds a series of supporting brights and bolds that elevates the energy of the brand and help make Learning Labs feel less like a direct extension of the school day. Pair new colors with the shift to a personality-driven type suite, and you’ve got a brand that feels focused squarely on students.

To amp up the feeling of exploration and discovery, we created a broad system of arrows, scribbles, collages, and other visual effects. Additionally, we designed a system of halo layers that both demonstrate the tangible benefits of the programming and capture the idea of helping every student unlock the great inside. These flexible components are endlessly customizable, giving the creative team the tools they need to keep the brand feeling fresh and connected for years to come.

On the messaging side, transitioning from a focus on academic learning to personal discovery and skill building was equally important. The brand voice is rooted in an approach that prioritizes speaking to students rather than about them, elevating energy, evoking imagination, and inviting young people to see themselves at the Learning Lab. It’s an approach that spans everything from high level brand messaging like “Unlock the great inside” to program marketing lines like “Craft your signature sound,” giving the brand the flexibility needed to appeal to donors, volunteers, and parents without losing its focus on young people.

For the Matchstic team, it was the ultimate realization of the promise the Learning Lab makes to young people: this is where you turn imagination into impact.