Industry: Education Technology / STEM for Children
Services: Logo & Brand Identity Refresh, Brand Positioning, Messaging, Marketing Strategy, Channel Plan, Website Design (concept only), Employee Handbook, Culture & Training
The Problem
TEKY had a strong mission and impressive achievements as Vietnam’s leading STEM education provider for children—but its brand didn’t reflect that. The identity was fragmented, the messaging didn’t fully convey TEKY’s value across different audiences, and the website didn’t match the company’s innovation or energy. Internally, the team needed tools and training to consistently deliver a standout customer experience as they scaled.
Objectives
- Refine TEKY’s brand positioning to clearly communicate its purpose and impact
- Create a unified identity across all channels—from classrooms to social media
- Build a marketing and communications strategy that supports regional expansion
- Develop consistent messaging for students, parents, teachers, and governments
- Equip the internal team with a culture framework and tools to bring the brand to life daily
Strategy
We helped TEKY define and articulate their core purpose: to educate, empower and enable future leaders through world-class STEM education. From there, we built a refreshed brand ecosystem to match their ambition.
We redesigned their brand identity—including logo refinement, colour palette, fonts, imagery, and graphics—and developed a brand style guide for consistency. We refined their brand positioning and value proposition, and crafted a powerful messaging framework for key stakeholders.
We introduced the “STEM1st” branding platform, spotlighting TEKY’s leadership in education reform. We developed a comprehensive marketing and channel strategy aligned to growth markets, and delivered a concept design for their new website. Internally, we ran a staff workshop, created a brand and service culture handbook, and helped align the team around TEKY’s “SPIRIT” values (Spirit of Learning, Passion, Interactivity, Responsibility, Innovation, and Teamwork).
Key Results / Outcome
TEKY emerged with a revitalised brand that reflects its credibility, purpose, and energy. The new identity is modern, accessible, and scalable across Vietnam and the broader Southeast Asian market. The messaging now resonates with parents, governments, and young learners alike. Internally, the TEKY team has clarity, alignment, and the cultural tools to deliver the brand promise at every touchpoint.
Today, TEKY isn’t just building skills—it’s shaping the next generation of Southeast Asian tech leaders.
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