Opportunity
For 45 years, CUE (Computer-Using Educators) anchored California’s ed-tech community. But as technology became embedded in every classroom, “computer-using” began to feel like a relic of the past—while members were focused on pedagogy, equity, and leading what comes next.
The organization faced an identity gap: a brand rooted in tools, serving educators who see themselves as drivers of innovation.
Insight:
When technology becomes universal, differentiation shifts. Growth comes from elevating members from users of tools to leaders of transformation, and giving them a brand that reflects that ambition.
Solution
Yes& led a strategic rename and rebrand, transforming CUE into CALIE — the California Association for Leading Innovation in Education.
The new name reframed the organization’s purpose—from operating technology to leading change. We built the identity around the idea of the “Spark,” symbolizing curiosity, momentum, and the catalytic role educators play in shaping the future of learning.
A bold, modern visual system—anchored by a vibrant spectrum and fluid grid—was designed to flex seamlessly across digital platforms, conferences, member communications, and social channels. To ensure the new identity gained traction quickly, we executed a phased Owned/Paid/Shared/Earned rollout strategy that supported internal adoption while amplifying external visibility.
The Results
A future-facing identity that reflects the leadership of California’s education innovators and positions CALIE to shape what’s next in learning.
