Varsity Tutors
Rebrand

The Varsity Tutors brand was overly sales-focused and inconsistent in tone. The goal was to uncover and codify a human, empathetic brand voice that could unify communications across all channels.

My Role: Creative Direction, Copy, Content Strategy, User Research, Test Development, Stakeholder Management and Presentation

What I did:

  • Conducted brand perception surveys and customer interviews.

  • Facilitated internal workshops to define desired brand perception.

  • Built comprehensive brand guidelines covering voice, messaging, and creative application.

  • Emphasized customer-first, empathetic messaging across channels.

How it went:

  • Improved content consistency and alignment with brand values.

  • Varsity Tutors went from having less than 19% brand awareness to becoming the #1 live online tutoring platform in the U.S.

  • Shifted company culture toward customer-centric messaging.

Brand Attributes

Manifesto

After Rebrand (Web Examples)

Before Rebrand

TV Spots

Astronaut

Fireworks

Brand Guidelines Excerpts (Full Site)