Leila Sohaing

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Case Study

Point Quest Group

Case Study

Framework Custom Builders

Case Study

aise

Leila Sohaing

Work

Approach

About

Contact

Case Study

Point Quest Group

Case Study

Framework Custom Builders

Case Study

aise

Leila Sohaing

Work

Approach

About

Contact

Case Study

Point Quest Group


Case Study

Framework Custom Builders


Case Study

aise


Point Quest Group

Building a unified, credible, and human-centered identity system for a fast-growing education group.

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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 It was outdated, generic, and fragmented—with weak visual credibility and no cohesive system across service lines.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 the visual strategy and redesign the identity system, developing scalable brand architecture for the Group and its three service lines, and translating the new brand across digital and print applications.

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 It was outdated, generic, and fragmented—with weak visual credibility and no cohesive system across service lines.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 the visual strategy and redesign the identity system, developing scalable brand architecture for the Group and its three service lines, and translating the new brand across digital and print applications.

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 the visual strategy and redesign the identity system, developing scalable brand architecture for the Group and its three service lines, and translating the new brand across digital and print applications.

Strategic Insights & Creative Direction

While we extracted the brand's DNA from onboarding workshops with the client (their values, mission, and positioning were already clear), I expanded the strategic foundation with: buyer profiles, competitor landscape analysis, visual positioning mapping, brand archetype definition

A key insight emerged early: PQG lives at the intersection of educational rigor and human warmth. District administrators need credibility and reliability; parents and students need care, support, and approachability. This duality became the foundation for the visual strategy.

I developed three creative directions aligned with strategic insights. The client selected Timeless Credibility; the direction that best captured PQG's dual nature. It felt reliable, and established—without losing the warmth essential to education.

This visual world balanced authority and trust (deep tones, structured typography, refined layouts) and warmth and approachability (pastel accents, soft illustrative language). It bridged PQG's dual audience beautifully.

Identity System

01 — Logo Suite

I designed a flexible logo system to support varied applications across digital, print, and co-branding environments:

I designed a flexible logo system to support varied applications across digital, print, and co-branding environments:



02 — Typography

Early in the design process, I tested sans-serif headlines against serif options. While sans felt modern, my research revealed that administrators and educational decision-makers associate serif typography with established, credible institutions. The serif communicated "we've been doing this seriously," which was critical for credibility in district pitches. The sans-serif body text balanced this with approachability and contemporary clarity.

03 — Color Palette

I crafted a palette combining deep blues and greens for trust, stability, and professionalism; and pastel accents for warmth, inclusivity, and child-centered energy. This contrast allowed the identity to flex between administrative seriousness and human storytelling.

04 — Photography Direction

I defined a visual style centered on natural lighting, authentic emotion, and diverse students and educators, warm. The goal was to humanize the brand while elevating credibility and emotional resonance.

05 — Sub-brand architecture

One of the most complex parts of the project was designing a scalable system for PQG's three service lines: in-district services, schools, partners. My solution assigned unique icon hues to differentiate each entity while keeping structure, type, and layout unified under the Group identity. For partnerships, I designed a co-branding lockup where PQG's wordmark appears in a complementary shade—ensuring visibility without overpowering partner brands. This system is now used across websites, banners, proposals, and communications, giving PQG a cohesive footprint across all touchpoints.

UX & Website Architecture

Once the identity was approved, I designed the core sections and UX structure for the new website. PQG's offering is complex, so I focused on three goals:

1. Reduce complexity: Simplify how services are explained to avoid overwhelming visitors.
2. Humanize the experience: Balance content density with photography and clear hierarchy.
3. Guide multiple audiences: Ensure information is accessible to parents, administrators, and potential partners.

The structure I developed became the foundation the CSB team built upon to complete the website.

I designed a flexible logo system to support varied applications across digital, print, and co-branding environments:



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.

My Role

Lead Brand Designer & Strategist at Case Study Brands




Working under the Chief Creative Officer, I was responsible for visual strategy, identity development, sub-brand architecture, UX direction, and digital and print design. I led the creative execution while collaborating with the strategy team and internal stakeholders throughout the project.

Lead Brand Designer & Strategist at Case Study Brands




Working under the Chief Creative Officer, I was responsible for visual strategy, identity development, sub-brand architecture, UX direction, and digital and print design. I led the creative execution while collaborating with the strategy team and internal stakeholders throughout the project.


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Leila Sohaing

Brand Designer & Strategist

leilasohaing@gmail.com ↗
LinkedIn ↗
Based in Paris — Open to remote work