Fullmind
Brand Identity & Strategy
Fullmind, formerly iTutor, is a K-12 edtech company that connects schools with certified educators. Initially seeking a design refresh, it became clear a full rebrand was needed.
The name "iTutor" was outdated—reminiscent of the early 2000s trend of adding “i” to sound techy. More critically, it misrepresented the company’s core offering: certified educators—an important distinction from simple “tutoring.” The brand needed a name and identity that reflected its full scope of services to position it as a trusted partner for schools.
There wasn’t time or budget for a drawn-out rebrand, so I ran a cost-benefit analysis and committed to a three-month turnaround. As the sole designer and brand strategist, I led the entire process—from strategy to execution—working across all teams to ensure a seamless rollout.
Naming
I guided company leadership through branding exercises to align on a name that reflected their vision: for every child to have access to an exceptional education. The name needed to be:
Approachable, friendly, and optimistic
Clearly tied to education
Distinctive enough to stand out in search results without requiring an expensive domain buyout
Broad enough to encompass their full range of services beyond tutoring
After extensive ideation and testing, we landed on Fullmind—a name that conveys both completeness in education and expanding knowledge, perfectly aligning with the company’s mission.
Color pallette
While Fullmind works with kids, its primary audience is school administrators and district leaders. We chose a palette that was colorful and energetic to reflect the joy of learning but balanced it with a polished, professional feel to resonate with decision-makers.
Photography
Stock photography dominates the edtech space—often featuring generic images of kids smiling at laptops. We needed to stand out. To create a more authentic and engaging look, we set three key rules:
Capture motion, not stiff poses
Limit direct eye contact with the camera for a more natural feel
Feature real learning environments, not just students at home on Zoom
To further differentiate the brand, we developed a custom photo treatment: an energetic, hand-drawn dashed line weaving through images, interacting with objects like books, pens, and laptops. This visual element symbolized the excitement of learning and the connection between students and educators.
Outcome
With a clear strategy and strong execution, the Fullmind rebrand successfully repositioned the company, helping it break free from the limitations of its old name and fully embrace its role as a leader in K-12 education. The impact was immediate—in the year following the rebrand, Fullmind’s revenue tripled, proving the power of a brand that truly reflects the company’s value and vision.
