Elevating a learning design studio's strategic positioning
CROSSCUT STUDIO
Crosscut Studio possessed deep strategic expertise in educational design but found themselves often hired for implementation rather than the high-level consulting where their true value lived. They knew they needed to elevate their positioning but struggled to articulate this shift effectively. We helped them transform how they show up in the market, attracting clients who value strategic thinking from day one.
When expertise exceeds external positioning
THE CHALLENGE
Crosscut Studio, a learning design studio specializing in human-centered digital education experiences for clients like Juilliard, NYU, and Audible, faced a pivotal repositioning moment. Despite their deep strategic expertise in curriculum development and educational strategy, they were often being hired for implementation work rather than the high-level strategic consulting where their true value lay.
The team knew they wanted to step away from production-focused projects and elevate their offerings to emphasize strategic thinking and curriculum design. However, they struggled to articulate this shift in a way that would attract the right clients and position them as strategic partners from the project's inception.
How do we position Crosscut Studio's strategic capabilities more prominently so they attract clients who value their expertise in the crucial early phases of educational course development?
THE QUESTION WE ANSWERED
Realigning brand expression with strategic capabilities
OUR APPROACH
We began with our Question Catalyst process, conducting deep discovery sessions with leadership to understand their vision, capabilities, and market positioning goals. Through a strategic workshop, we uncovered that this wasn't just a messaging challenge—it was about fundamentally realigning their external brand expression with their internal strategic expertise.
We treated their repositioning as both a strategic and visual transformation, recognizing that their evolved offerings required a complete brand ecosystem that would signal their elevated positioning to the market.
Brand transformation that amplifies strategic sophistication
THE STRATEGIC SOLUTION
We facilitated a comprehensive repositioning process that included:
Strategic workshop facilitation to clarify their value proposition, target audience pain points, and service structure
Market positioning framework including customer journey mapping and audience awareness strategies
Complete brand transformation with new visual language that signaled strategic sophistication
Website redesign and development that showcased their strategic capabilities prominently
Brand ecosystem creation including social templates, graphics, and photography direction
The solution transformed how Crosscut Studio presented themselves to the market, moving from tactical service provider to strategic educational partner.
From tactical provider to strategic educational partner
THE IMPACT
The new positioning and brand launched last summer and has transformed the quality of conversations Crosscut Studio has with potential clients. They now attract partners who value their strategic expertise from the project's inception, allowing them to work at the level where they create the most value.
Most importantly, the rebrand gave them confidence to pursue the strategic partnerships they'd always wanted, positioning them as essential advisors in educational innovation rather than just skilled implementers. They now partner with intention and specificity, equipped with brand assets that reflect their true strategic capabilities.