Phoenix Foundation: Research and Positioning
Overview
Phoenix Education Foundation is a Calgary-based intentional learning community offering home education, blend-ed, and kindergarten programs for families who want to actively shape their child's learning experience. I was brought in by Tamara Lee Studios to lead the foundational brand research phase ahead of a full identity development process.
The Goal
To give the Phoenix board a clear, evidence-based picture of where the school stood in the Calgary alternative education landscape and what brand positioning opportunities existed before moving into logo and identity development.
The Work
Designing, distributing, and analyzing a stakeholder questionnaire across five respondents
Conducting competitive research on six alternative and specialized education programs in the Calgary area
Building a full competitive comparison across logos, taglines, and positioning
Identifying alignment, disagreement, perception gaps, and standout language within the stakeholder group
Surfacing four strategic brand opportunities specific to Phoenix
Delivering findings ahead of the June board meeting with recommendations across positioning, messaging, ideal client profile, and key partnerships
The Result
The team went into their board presentation with a clear picture of the competitive landscape, where stakeholder perspectives aligned and diverged, and what made Phoenix worth choosing. The research gave the board a foundation to make informed creative decisions as the identity development process moves forward.
Learn More
Explore Phoenix Education Foundation at phoenixfoundation.ca.
