When Certified Teacher and Entrepreneur Lori Bourgeois began offering tutoring services, she wanted to build a lasting brand that was known for motivating and empowering children to learn, and to see themselves as smart, capable students.
Reinecke Design was charged with naming and identity design for her tutoring practice, and helped establish a creative voice and visual language that would reflect her values and set her up for scale.

We landed on the name "Smarty Pants," as a cheeky way of acknowledging the expertise of the tutors, while empowering the students through positive expectations. Many students who seek tutoring services suffer from low morale, and feel that they are incapable of grasping the subject matter.

When a student enters a "Smarty Pants" facility, they become a "Smarty Pants student," and they meet with a "Smarty Pants Tutor." These labels are an early form of positive affirmation, putting each child on the path to learning, by first reminding them that they CAN learn.
The business owner was well pleased with the name, the creative applications, and our vision for her student experience.
"Chris went over and beyond in helping me brand my growing business. His attention to detail and creativity helped my tutoring business stand out." —Lori Bourgeois

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