Services 4 Schools (S4S) is a not-for-profit enterprise, wholly-owned by Norfolk County Council. Employing over 350 staff, the organisation delivers a breadth of services to educational organisations across Norfolk and beyond.
A tired identity and uninspiring marketing called for fresh thinking to help shift increasingly negative perceptions.
A fresh approach.
How can a local authority compete with private sector organisations in an already crowded marketplace? Given S4S’s eroding market share in recent years, Norfolk County Council sought to reposition and relaunch S4S with a fresh identity. The council wanted to give the brand a more commercial and professional edge, while capitalising on the experience and reputation built up over the years.
The business of education.
Competing against private sector organisations, we questioned whether the name ‘Services 4 Schools’ was right; it sounded too much like a local authority enterprise with the associated negative connotations around performance, delivery, service and quality. We gathered opinion from brand engagers and held internal workshops to explore alternative name options; ‘Educator Solutions’ was born.
The new visual identity has a friendly, approachable feel and uses a colour palette primarily made up of red, orange and green to symbolise key brand attributes such as energy, enthusiasm, quality and trust. The circular logotype signifies collaboration, harmony and achievement, with colleagues working together in partnership to deliver outstanding results.
Twelve months on, the brand has become firmly established and instantly recognised within the education profession. Internal and external perception studies have shown a marked improvement in opinions, with more schools signing up every month.