MARKET and user RESEARCH, WEBSITE REDESIGN, AND A NEW BRAND IDENTITY FOR BISK EDUCATION
Bisk’s humble beginnings date back to 1971, when its founder Nathan Bisk began creating CPA test prep seminars on cassette tapes. In the decades that followed, Bisk Education expanded significantly — eventually partnering with institutions to offer virtual learning for 1M+ students across the country.
Despite its success, however, the company had begun to lose sight of the principles it was founded on. I served as the sole copywriter on a dedicated project team presented with the challenge of refreshing the brand from the ground up.
We conducted extensive user and competitor research, crafted a new company website and brand book, and established a new set of brand values. The project culminated in an onsite brand rollout event, complete with new swag for employees and heartfelt kudos from company leadership.
THE MISSION STATEMENT
To amply potential
A NEW SET OF CORE VALUES
Be Bold
We take action and focus on impact. We speak openly, with candor and respect. We focus on results over process. We make smart decisions and execute effectively.
Be Remarkable
Going the extra mile isn’t a rarity, it’s a standard practice. We create incredible products and deliver memorable experiences.
Be Humble
We’re difficult to offend and quick to forgive. We work as a team. If the floor is dirty, we pick up a broom. We’re quick to admit mistakes, and are egoless when searching for the best ideas.
NEW TONE & VOICE GUIDELINES
The Bisk Voice
Bisk speaks with the voice of a person other people admire and enjoy being around. For example, think of a seasoned professor who encourages (just a little) mischief, or a gentleman who holds the elevator for a stranger. The Bisk voice is never crass, pretentious, or purposely trendy. It never uses sales jargon. It is warm, frank, and honest.
WARM
Talk to people, not at them. Choose words and phrases you’d use in a face-to-face conversation. Be positive, and write in a way that makes readers feel comfortable and connected.
FRANK
Consider what information you’re trying to get across, and then say it straightforwardly. Include extra details only when they enhance the overall message. Avoid clichés and vague language.
HONEST
Being truthful is more important than sounding impressive. Avoid hyperbole. Don’t use “world leader in education” if “an education company with international experience” is more accurate.