Case Study: Rebrand & Website Design for Maths Tutoring Company
When I first met Alice from The School of Mathematic Excellence, she was running a thriving maths tuition agency with a killer team of senior examiners and teachers; but her brand and website were telling a very different story.
Her visuals didn’t reflect the quality or confidence of her work, and her site felt so outdated she was embarrassed to share it. Not great for sales and marketing!
She wanted a brand that felt more “brains AND personality” and less “corporate classroom.” Something playful, polished, and professional that showed off the fun, approachable vibe behind the business without losing the credibility and academic excellence that sets her team apart.
The Rebrand Plan
After a lengthy design strategy session (2 hours dedicated brand therapy time with Alice) I decided to take a clean, contemporary approach to the rebrand that would balance quality and approachability.
I pitched pairing refined type and structure with pops of primary colour, hand-drawn illustration, and just a touch of nostalgia. My goal was to capture that “we make maths make sense” magic in a way that feels fresh, fun, and unmistakably Alice.
Moodboard created for School of Mathematic Excellence. It’s giving fresh, fun and illustrative.
How I rebranded Alice’s business with the rebrand rodeo
Day 1 – Brand Strategy + Moodboard Magic
We kicked off with a deep-dive strategy session to wrangle Alice’s ideas and clarify what makes The School of Mathematic Excellence truly stand out.
From there, I built a playful yet polished brand pitch, full of primary colours, crisp typography, and hints of hand-drawn detail to strike that dreamy balance between expert-led education and approachable fun.
A sneak peek into the vision behind the rebrand.
Day 2 – Branding & Logo Design
With the strategy and the vision nailed down and feeling spectacular, I started bringing the visual identity to life.
A clean wordmark logo, playful star and doodle motifs in a contemporary style, and a bold and unmissable colour palette gave the brand a sense of confidence and playful character. It feels smart, sharp, and unmistakably “too cool for school.”
The brand board for the new branding style including logos, illustrations, background patterns etc.
Day 3 – Website Creation + Homepage Design
Once the branding was locked in, and Alice was happy with the designs I created, I rolled up my sleeves for the website creation part of the rodeo.
The homepage became a vibrant showcase of what makes Alice’s tutoring agency so special; friendly faces, incredible results, and a clear action plan. Every section was designed to feel approachable and professional, helping parents instantly trust the expertise behind the business.
Click to expand.
Click to expand.
Day 4 – Final Pages + Handover
On the final day of The Rebrand Rodeo, I built out the rest of the site, fine-tuned the details, and prepped everything for handover.
The Finished Result: a cohesive, confident brand and website that finally reflect the calibre of Alice’s teaching, and one she’s proud to show off.
Here’s what Alice had to say about working with me on The Rebrand Rodeo:
"I had the absolute best experience working with Naomi. It was the first time I’d ever handed my brand over to someone else – and for someone who is very particular and protective, that should have been a hard thing to do!
But Naomi made it effortless. The research she did and the thoughtful questions she asked beforehand meant she truly understood our ethos and vision from the start, and she got it spot on straight away.
I am forever grateful to have a unique brand that is no longer built with Canva templates, but is completely our own and something I am proud to share. Thank you for the best experience on the Rebrand Rodeo!"
What makes this rebrand so perfect
At Howdy Naomi, I build bold, personality-packed brands and websites for female founders who are ready to look, sound, and sell like the pros they are.
For Alice, this transformation wasn’t just about a shiny new logo, it was about creating a visual identity that matched her expertise, gave her business real credibility, and set her up for long-term growth. Now she’s got a brand and website that attract her dream clients with ease, so she can focus on the work she loves most.
If you’re ready for a brand and website that feel like you (dynamic, distinctive, and built to grow) let’s make it happen.
It’s time to saddle up for your rebrand era. 🤠 Let’s chat.
