Opportunity
For 45 years, CUE (Computer-Using Educators) anchored California’s ed-tech community. But as tech became ubiquitous, “computer-using” started to feel like the past—while members were focused on pedagogy, equity, and what’s next. The organization faced an identity gap: a brand tied to tools, serving educators who see themselves as leaders of innovation.
Insight:
When the category becomes “everyone,” growth comes from repositioning members from users to leaders—and giving them a brand that signals the future.
Solution
Yes& led a strategic rename and rebrand to CALIE—California Association for Leading Innovation in Education—shifting the story from hardware to human potential. We built the identity around the “Spark” and a bold, modern system (vibrant spectrum + fluid grid) that flexes across channels. A phased Owned/Paid/Shared/Earned rollout ensured adoption internally and impact externally.
THE RESULTS
2x
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50%
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