Smart2Scool offers insurance and device solutions for school laptops and tablets. During the introductory meeting, it became clear that the existing branding and website did not connect with the right target audience.
The appearance was strongly focused on a playful, almost childlike style, while in reality schools are the primary decision-makers. They put together a webshop per school with recommended devices and options, from which parents then choose.
The challenge therefore lay not only in a redesign, but in a repositioning:
From childlike and playful
Towards professional and trustworthy
While maintaining subtle playfulness that keeps the child central
The goal: to position Smart2Scool as a strategic and reliable partner for schools.
Before
After
Analysis revealed that:
The visual identity was too strongly focused on children
The professional appearance towards schools was lacking
It was not immediately clear what Smart2Scool exactly offers
Services and USPs were insufficiently visible
Information mainly consisted of text blocks
Additionally, what makes Smart2Scool distinctive in the market was insufficiently emphasized, such as:
Only provider that rents Apple devices to students
Always a loan laptop available
Customized webshops per school
Fast repair service
The goal: to position Smart2Scool as a strategic and reliable partner for schools.
New positioning
The rebranding primarily focuses on schools as a partner, with a professional, trustworthy appearance.
At the same time, subtle playful elements have been retained, making it visible that the child remains central — without undermining the professionalism.
The balance between business-like and accessible was deliberately chosen to build trust with both schools and parents.
UX/UI optimization
Services made prominent
The core services are directly visible and clearly explained.
Specific landing pages per school
This emphasizes customization and makes schools feel directly addressed.
Process made transparent
The customized webshops component has been developed in clear steps, so schools immediately understand what the process involves.
Smart2Scool is now positioned as:
Professional partner for schools
Clear and trustworthy
Distinctive in the market
The website clearly communicates what Smart2Scool does, for whom and why they are the right choice, without losing the human and educational side.
