Savvas Brand Guidelines | November 2019
02 Brand Strategy |
“I feel pressure to try new methods,
but experience tells me what works.”
Willingness to Try or Use New Technology
Content Visibility Across Levels and Disciplines
Perceived Value of Pearson History
Needs
Mix of print, digital, pedagogy;
make job easier and save time;
motivate students to learn
Desired Brand Experience
Simpler, more customized, more
suited to addressing all students
“Why can’t my school stuff be
more fun?”
Willingness to Try or Use New Technology
Content Visibility Across Levels and Disciplines
Perceived Value of Pearson History
Needs
Make learning fun; be successful
in school; personalized content
Desired Brand Experience
Modern UI/UX, more social, more
unified, less fragmented
“I’m responsible for selecting
curriculum that raises scores –
and funding.”
Willingness to Try or Use New Technology
Content Visibility Across Levels and Disciplines
Perceived Value of Pearson History
Needs
Help meet standards and budget
requirements; trust you to deliver
Desired Brand Experience
Clear explanation of what’s new,
what’s not, and a vision for the future
Savvas should ideally speak and appeal to everyone
who comes in contact with our brand: teachers,
students, administrators, curriculum developers,
parents, the media, and our own employees.
We believe that by understanding the needs of three
key audiences, we will successfully appeal to all
our audiences.
Note: These personas were used to guide creation
of the brand. These are not meant to replace existing
product or sales personas.
Brand Personas
Brand Personas
Ana Administrator
Tom Teacher
Serena Student