Giving EdTech a Human Voice

Project Overview

SchoolMint and its subsidiary, Hero, operate in the competitive EdTech space, serving K-12 schools with tools for student enrollment, behavior, and attendance. While the platforms were functionally strong, their brand presence felt emotionally flat and did not fully reflect the value they delivered to educators, administrators, students, and families.

StudioVald helped reposition both brands through messaging, video, and web creative designed to make the experience feel more human, purposeful, and emotionally resonant.

Concept and Creative Direction

The challenge was to transform a transactional brand experience into one people could feel, believe in, and rally around.

For SchoolMint, the brand idea “Bright Years Ahead” created an optimistic, purpose-driven narrative rooted in the belief that innovation and technology can help public school districts, charter schools, and families build brighter futures.

For Hero, “Be the Change” became a more playful and personal call to action, linking the platform to the day-to-day work of improving student behavior, increasing attendance, and strengthening school culture through positive reinforcement.

Outcome

Following the rebrand, SchoolMint and Hero expanded their reach to more than 12 million students and 17,000 schools across the United States, demonstrating the power of a brand voice that resonates both emotionally and functionally.

Role

Brand messaging, campaign concept development, copywriting, video storytelling, web content, and creative direction.