Julio Marana is a one-man tech consultancy for K-12 schools. He wanted to refocus his business to help schools win grants for technology plans (known as 'E-Rate' funding). Technology plans include providing internet access, building telecom systems and determining equipment purchases. The application process for E-Rate funding is extremely complex, and the planning and execution of technology plans require intense amounts of time and expertise.

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A lot of market understanding was needed on my part, so we worked through the communication strategy worksheet that I try to use on every project. In the client interviews, we learned that K-12 teachers found their schools' technology intimidating. What we learned specifically about Julio, was that teachers felt relieved when he was involved. Because of his experience managing IT within K-12 schools, he understood how to plan and implement systems to meet learning goals. His expertise helped schools shape their tech plans, assign proper budgets, hire vetted vendors and build out effective systems.

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Julio's first impulse was to "look big" like the competing firms. While the big firms focused on managing the bureaucracy of E-Rate funding, Julio offered engineering knowledge and K-12 experience that his competition didn't.

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With this insight, the messaging and branding became clear — speak to educators in a way that was reassuring and familiar. Rather than look corporate, Julio needed to communicate with them as another passionate and committed educator. The home page below represents a complete rebranding of his company: This included a new name, messaging that emphasized his mission and strengths, and a playful and inviting visual personality.