Guided Growth
Project Overview
Guided Growth is a private math tutoring business founded by a former educator passionate about helping students regain confidence in their abilities. The brand needed to feel uplifting, supportive, and friendly—something that would resonate with both middle and high school students and their parents.
Client Vision
The client came in with a vivid idea: a logo representing her “helping a student up a staircase”—a metaphor for both academic and emotional growth. Her original slogan was:
“Every kid can do math—but not every kid believes it.”
She wanted a colorful, warm, and approachable brand that felt like a safe space for struggling learners—not something clinical or corporate.
Creative Direction & Strategy
We refined her slogan to:
“Every kid can do math—sometimes they just need help believing it.”
This version emphasized encouragement and the emotional support at the heart of her teaching approach.
From there, I designed a fully custom illustrated logo that brings her concept to life—featuring a tutor guiding a student upward in a form that echoes a square root symbol. This subtle visual connection to math reinforces the subject matter while keeping the tone human and approachable. All illustration and design elements were created from scratch to ensure a completely original, cohesive visual identity.
Final Deliverables
Custom illustrated logo (primary and secondary)
Hand-drawn icon variations
Color palette and font system
Messaging and slogan refinement
Full brand kit PDF
Instagram story icons
Facebook header
Social media flyer
Digital assets for online platforms
Impact
Guided Growth launched with a brand identity that communicates trust, warmth, and educational empowerment. It stands out in a saturated tutoring market by blending playful illustration with intentional strategy, helping the business build meaningful connections with students and parents from the very first impression.
