Anacours was a key player in the home tutoring market but ranked far behind the national leader, Acadomia. Management wanted to give more meaning to the company’s communication by focusing on the real difference home tutoring can make for students experiencing difficulties in school.

In-depth analysis of the market revealed a need to rethink entirely both the company and the characteristics that set it apart. Dragon Rouge found that Anacours should focus sharply on one specific idea: that compatibility between the temperaments of students and private tutors is just as important as the subject matters being taught.

Starting with the idea that “learning is easier with two heads”, Dragon Rouge proposed that Anacours market an exclusive tool, the profiler. Using a test developed by a team of child psychologists, the profiler would evaluate as accurately as possible the personalities of the students and tutors ahead of time. The new brand identity codified around this relationship was to be deployed on the website and in published documents.