Rebranding Prodigy

The Brief: Prodigy had been around for 8 years and created a brand design slowly over time. But with growth on the horizon, we wanted to rebrand in order to stand out in the Edtech and Game Dev space.

My Role: Creative Director, Project Manager, Internal Change Management Lead - During this year-long initiative I worked closely with an external design partner in order to conceptualize, develop, and implement a new brand - complete with a new strategy, values, persona, and design. I then lead the creative development, internal change management, and public launch of the new brand during Back-to-School 2020.

Creative development included:
- A new colour palette complete with combinations and accessibility rules
- A new 3D illustration style and development of a new brand mascot and characters
- Development of a new font (Prodigy Sans)
- Creation of Brand Values, Persona/Archetype and writing guidelines

More to come, but check out our New Brand launch video and some highlights for now.

Prodigy’s old logo (top) vs current logo

The Logo

The goal for updating the logo was simple: we needed to grow up. We were a booming EdTech company making serious noise in the education space. We needed a logo that was friendly, but also grown up a little.

We called the symbol “The Path”. It’s one line representing every students learning journey. And if you start on the tail and follow along, you can see it goes from big to small, representing a growth mindset starting with small beginnings and leading to big accomplishments.

The Correct Monster AKA: Ed

The one thing about the old brand that we knew we needed to carry forward was Ed. They represented everything Prodigy stood for. With a mission to help students love learning, Ed showed up in the game every time a student got an answer right (which is why students referred to them as “The Correct Monster”). Ed was their cheerleader, their confidence booster, their security blanket taking away all of the anxiety around Math. But Ed needed a makeover. And that’s just what they got.