LBW
WORK
TUTORING
CAMPAIGN CREATIVE AT VOLUME
SERVICES
Brand strategy
Logo design
Identity design
Art direction
Client
LBW Tutoring
The UK tutoring market is dominated by well-funded national platforms Tutorful, TutorChase, Preply, GoStudent. They have brand recognition, large budgets and years of trust built up with parents and schools. LBW Tutoring's strength is the opposite of all that deeply personal, one-to-one, tailored to each student. The brand needed to communicate that difference immediately, without looking like a scrappy alternative. It needed to look like the premium choice.
Build a complete brand identity from scratch. Logo, colour system, typography, guidelines, and every touchpoint applied, in three weeks.
THE BRIEF
Strategy first. Then the logo. We started with competitor analysis, mapping the visual language of every major tutoring brand in the UK market. What we found: almost all of them used either cold corporate blues and whites, or playful, student-facing palettes. The gap was premium warmth. A brand that felt established and trustworthy — but personal and human. That became the strategic brief for every design decision that followed. Only once the strategy was agreed did we design the mark.
THE APPROACH
THE RESEARCH
We mapped the visual language of every major tutoring brand in the UK, Tutorful, TutorChase, Preply, GoStudent. Almost all of them sit at one of two poles: cold corporate blues and whites, or playful, student-facing palettes. The gap was premium warmth, established and trustworthy, but personal and human. That gap became the brief.
BUILDING THE MARK
The custom W in the logo forms two open books facing each other symbolising the connection between student and tutor, and the open exchange of knowledge. Not a decorative choice; a visual story that communicates the brand's educational mission without words.
THE SYSTEM
Deep navy, chosen against the market, the colour of established institutions, positioning LBW alongside premium schools, not apps. Kolbano for headlines: sophisticated enough for school communications, warm enough for parents. Poppins for body copy across digital and print. One palette, two typefaces, every rule written down.
Colour Pallette
Dark Cerulian
#114483
Dark Blue Grey
#2b3e50
Quill Grey
#d3d3d3
Golden Glow
#f8e497
Light CornflowerBlue
#f8e497
White
#114483
IN THE WILD
Stress-tested across every touchpoint before sign-off: business cards, branded stationery, pens, notebooks, billboards, the website. If it didn't work at every scale and in every context, it went back to the drawing board.
THREE WEEKS, START TO FINISH
Week one: discovery and strategy.
Week two: design and development.
Week three: application and delivery. Everything handed over ready to use on day one, logo system, colour palette, typography, brand guidelines, stationery, merchandise, outdoor and website design.
A NEW BRAND THAT LOOKS LIKE.
IT'S BEEN THERE FOR YEARS.
"The goal was never to look like a startup. LBW needed to look like the trusted choice, established, expert, personal. The identity we built positions them to compete with national brands from day one."
In three weeks, LBW went from no brand to a complete, professional identity that works across every context they'll need, from school communications and parent-facing materials to outdoor advertising and branded merchandise.
Not sure what's holding your marketing back?
The Marketing Diagnostic finds it: two weeks, one document, £750 fixed. Every recommendation actionable, with us or without us.
No commitment on the first call. / Straight to the founders / We reply within 24 hours