Point Quest Group
Point Quest Group
Building a unified, credible, and human-centered identity system for a fast-growing education group.
Read the strategy insights
Read the strategy insights
Read the strategy insights
Overview
The Client
Point Quest Group is a fast-growing, mission-driven education organization supporting school districts, families, and students with diverse learning needs across the U.S.
The Goal
Build a modern, trustworthy, and cohesive identity that appeals to administrators and families—without losing the warmth of a child-centered organization.
The Problem
PQG's visual identity hadn’t kept pace with their growth. It was outdated, generic, and fragmented—with weak visual credibility and no cohesive system across service lines. This undermined trust with administrators, partners, and families.
My Role — Lead Designer & Strategist at Case Study Brands
Responsible for visual strategy, identity development, sub-brand architecture, UX direction, and digital and print design. Lead creative execution while collaborating with the strategy team and internal stakeholders throughout the project.
Overview
The Client
Point Quest Group is a fast-growing, mission-driven education organization supporting school districts, families, and students with diverse learning needs across the U.S.
The Problem
PQG's visual identity hadn’t kept pace with their growth. It was outdated, generic, and fragmented—with weak visual credibility and no cohesive system across service lines. This undermined trust with administrators, partners, and families.
The Goal
Build a modern, trustworthy, and cohesive identity that appeals to administrators and families—without losing the warmth of a child-centered organization.
My Role — Lead Designer & Strategist at Case Study Brands
Responsible for visual strategy, identity development, sub-brand architecture, UX direction, and digital and print design. Lead creative execution while collaborating with the strategy team and internal stakeholders throughout the project.
Overview
The Client
Point Quest Group is a fast-growing, mission-driven education organization supporting school districts, families, and students with diverse learning needs across the U.S.
The Problem
PQG's visual identity hadn’t kept pace with their growth. It was outdated, generic, and fragmented—with weak visual credibility and no cohesive system across service lines. This undermined trust with administrators, partners, and families.
The Goal
Build a modern, trustworthy, and cohesive identity that appeals to administrators and families—without losing the warmth of a child-centered organization.
My Role — Lead Designer & Strategist at Case Study Brands
Responsible for visual strategy, identity development, sub-brand architecture, UX direction, and digital and print design. Lead creative execution while collaborating with the strategy team and internal stakeholders throughout the project.
Sketches
Sketches
Logo mark choice
The sunburst was chosen as a symbol of progress, possibility, and positive impact—reflecting Point Quest Group’s role in helping students move toward brighter outcomes. Its layered arcs also represent the organization’s different services coming together within one unified system, while the open form creates a sense of movement and growth. The final direction evolved from early explorations into a more refined, scalable mark that could work clearly across the parent brand, sub-brands, and digital touchpoints.
Logo mark choice
The sunburst was chosen as a symbol of progress, possibility, and positive impact; reflecting Point Quest Group’s role in helping students move toward brighter outcomes. Its layered arcs also represent the organization’s different services coming together within one unified system, while the open form creates a sense of movement and growth. The final direction evolved from early explorations into a more refined, scalable mark that could work clearly across the parent brand, sub-brands, and digital touchpoints.
Logo mark choice
The sunburst was chosen as a symbol of progress, possibility, and positive impact—reflecting Point Quest Group’s role in helping students move toward brighter outcomes. Its layered arcs also represent the organization’s different services coming together within one unified system, while the open form creates a sense of movement and growth. The final direction evolved from early explorations into a more refined, scalable mark that could work clearly across the parent brand, sub-brands, and digital touchpoints.
Impact
Brand Clarity
A visual identity that finally matched PQG's mission, expertise, and service quality.
Differentiation From Competitors
A distinct visual presence in a saturated category, positioning PQG as a trustworthy, modern leader in special education services.
Through the new identity and system, PQG achieved:
Cohesion Across Sub-Brands
A unified architecture that brought the Group and its service lines together under one scalable system.
Stakeholder Alignment
The internal response was one of genuine renewed pride. The visual world finally reflected the quality and impact of the organization's work, and stakeholders felt aligned with the new direction.
Impact
Through the new identity and system, PQG achieved:
Brand Clarity
A visual identity that finally matched PQG's mission, expertise, and service quality.
Cohesion Across Sub-Brands
A unified architecture that brought the Group and its service lines together under one scalable system.
Differentiation From Competitors
A distinct visual presence in a saturated category, positioning PQG as a trustworthy, modern leader in special education services.
Stakeholder Alignment
The internal response was one of genuine renewed pride. The visual world finally reflected the quality and impact of the organization's work, and stakeholders felt aligned with the new direction.
Impact
Through the new identity and system, PQG achieved:
Brand Clarity
A visual identity that finally matched PQG's mission, expertise, and service quality.
Cohesion Across Sub-Brands
A unified architecture that brought the Group and its service lines together under one scalable system.
Differentiation From Competitors
A distinct visual presence in a saturated category, positioning PQG as a trustworthy, modern leader in special education services.
Stakeholder Alignment
The internal response was one of genuine renewed pride. The visual world finally reflected the quality and impact of the organization's work, and stakeholders felt aligned with the new direction.
EXPLORE MORE CASE STUDIES
EXPLORE MORE CASE STUDIES
EXPLORE MORE CASE STUDIES
Brand Designer & Strategist
leilasohaing@gmail.com ↗
LinkedIn ↗
Behance ↗
Open to remote work