OptimaEd CREATIVE RATIONAL
Through a professional affiliation, Optima Foundation retained the services of Spiro & Associates to help them establish a for-profit name and brand while maintaining its not-for-profit persona simultaneously. As a mother of three, Erika Donalds knew it was critical to give parents the power to select the optimal academic environment for every child. Optima Foundation, the not-for-profit side of the business, focuses on expanding access to high-quality, virtue-based classical education options for students and their families. Since 2017, the Optima Foundation was founded on core principles – including integrity, professionalism, and service. From 2017 to 2022, the Optima Foundation grew dramatically as a not-for-profit entity. In 2022, senior leadership made the conscious decision to move to the for-profit side of the education business.
After exploring multiple options for brands, the name OptimaEd (one word with a capital O and E) was established along with the positioning line “An Education Experience Company.” This positioning line captures the essence of the new for-profit side of this business by clearly identifying who and what we serve our clients with. Spiro & Associates wove that new brand into a clear and concise web presence, eblasts, and program collateral. The Brand Architects put years of experience working with charter schools, public schools, and private schools to work in formulating this new brand. In addition, the creative team at Spiro & Associates immersed itself into the Virtual Reality (VR) experience being offered to students, an experience in which you could take a field trip to the moon or find yourself sitting and witnessing the signing of our country’s Declaration Of Independence. This VR tool was a major game-changer and something that offered multiple business opportunities for this new entity. Spiro & Associates wanted to be sure to capitalize on the success and equity in the Optima Foundation name, so the typography, color scheme, and owl icon were to remain consistent.
Today, OptimaEd has grown dramatically in both clients and staff. Positioning this brand as An Education Experience Company enabled OptimaEd to place its curriculum into other schools, bring its VR to other schools, and grow its support side for these schools. In addition, OptimaEd was able to establish multiple other silos of services for schools that were in need of expertise in different areas such as management or accounting. Spiro & Associates continues to work with OptimaEd and its schools and looks forward to continuing to grow this brand across the country.
There’s more where that came from…