Challenge
With motivational speakers they call Quarterbacks of Life (QBOL), The Beating the Odds Foundation (BTO) is an educational non-profit that empowers middle and high school students to turn their goals into reality. However, as we quickly found out through competitive research, so do a lot of nonprofits. BTO needed clarity on what makes them different and what to do with their two brands competing for attention—QBOL and BTO.
Insight
What makes BTO so unique is they turn education into unique experiences. Whether it’s taking students on trips out of the classroom or bringing their QBOLs/motivational speakers in (astronauts, entrepreneurs, athletes), BTO feels like that moment when the teacher tells you to put away your textbooks. An experience with BTO can be the first time students realize the opportunities of college, determine what they want to do after school or talk about mental health.
Solution
Along with messaging highlighting BTO’s unique method of student empowerment, we developed a new visual identity. The logo is reflective of the perfect ratio of programs + experiences that increase students’ chance of success. And with a new brand architecture, we created clarity between BTO (the masterbrand) and QBOLs (an ingredient to help kids beat the odds). Through the rebrand, we communicated BTO’s impact in a clear way that reflects their ambition to help more students imagine and realize their future.
