Edovo

Since 2012 Edovo has put free education on the tablets used inside prisons and jails: courses, skills and reading for people serving time. By 2024 it had become a nonprofit and one of the largest learning platforms for incarcerated people in the country.

Its brand hadn't caught up. It still had a tech startup's identity, and few people outside corrections knew its story.

It also had to speak to everyone at once. Learners and their families, wardens and officers, content partners, donors and the public all needed to hear the same story.

We looked for a common thread between learners, families, administrators, officers, content partners, donors and Edovo's own staff. We found it in water.

Many negative things brought someone to prison. Edovo is the drop in the pond that starts a ripple for good, and every person around it can make ripples too.

The ripple became the brand. It's in the rings around the logo and the wavy lines behind every layout, and in an invitation to everyone involved: Be a ripple maker.

We gave Edovo a bright green identity, with close-up portraits set against the ripple lines. The headlines have an edge: 'A mind is a terrible thing to jail.' 'From cell to school.' 'Spare change makes big change.'

Every product now belongs to one family, each with its own color. Edovo Learn is for learners, Edovo Insight for administrators, Edovo Editor for content partners, and Edovo Go for learning after release.

We wrote the brand guide and the language. Then we built a new edovo.org to carry it all.

The new brand now runs across the learning platform, the apps and the website. For the first time, everything Edovo makes looks like it comes from the same place.

Edovo reports that it reaches about 1.1 million incarcerated people in more than 1,500 facilities, roughly 60% of the US incarcerated population. Its learners have logged over 130 million hours of learning.

Those are the platform's numbers, not the rebrand's. What the rebrand gave Edovo was a single, clear story to tell all of them.