Working closely with clients involves, many times, learning what even the client doesn’t know they want. This was the case with Principals First Training Academy. When first approached, we believed the client’s intention was one thing when, through intimate conversations it was revealed as something much broader in scope. This both surprised us, and the client.

The end result proves how valuable having multiple conversations can lead to the true nature and intention of the product. Upselling is rarely broached, although it may appear to be. It is simply unwrapping or releasing the boundless potential locked in restricted dreams.

“It’s one thing to have sight; it’s another thing to have vision.”
— James Baker

Once we understood the true scope of the client’s product, we began work to create an identity and online presence. We studied which peers the client followed, as well as his competitors. Then we challenged ourselves to create a product that rose above and apart from our client’s competitors. In doing so, we became, instead of followers, leaders.

It’s all in the subtle messaging

We created an identity that married the broad category, in this case an online school, with subtle messages of hope, freedom and unlocked potential. The image of both the key and the bird symbolizes the unlocking of potential (door) and freedom (bird/wings) while also cleverly and subtly forming the letters “P” and “F” for “Principals First”.

For the website’s look, we felt that it was important to remain true to the school category. However, we refined the professionalism and added vital features in order to grace the client with everything he needed to achieve both his current and future goals.