Leading Educators is an inspiring professional development organization that works with schools and school districts to maximize the effectiveness of their most important resources: their teachers. Before hiring Briteweb, the organization was having (in their words) a “semi-identity crisis.” Their approach had evolved, but their brand hadn’t. Enter Briteweb. The challenge facing Leading Educators is one the Briteweb brand strategy team sees frequently: their model and theory of change had evolved over the years, but they didn’t have the language to succinctly explain what they did, how they did it and how they were different in a landscape crowded with relatively similar organizations. Leading Educators also didn’t have a visual identity or website that reflected who they are. They wanted a new look and feel to help them with retaining top talent—a major priority—and with attracting new funders and partners. In addition, they saw their rebrand and website redesign as an opportunity to rally their team around an exciting new chapter in the organization’s story. Of the range of options presented, the logo that most excited the Leading Educators team was one comprised of two triangles representing amplification, partnership and diversity. The triangles, or arrows, also form the organization’s striking new brand pattern. The result was a fresh visual identity applied to a new website that represented Leading Educators present and future. The team was so excited about the new brand that they ordered shirts for the whole team and raved about their new visual identity and website for weeks!