Ascender were briefed to create a new education brand for the Dymocks Group as a strategy to diversify, transform and future proof the business. We conducted internal workshops with the leadership team to define business vision. We created a brand essence of ‘Unlocking Potential’ informing the latinized brand name of ‘Potentia’. From a core logo we created multiple variations of the symbol conveying an energetic, curious and inspirational brand. Playful illustrations allowed us to extend the brand story Infographics and icons further explained and simplified the learning system, demagogy and curriculum.