The Leader in Me

The Leader In Me is Franklin Covey’s whole school transformation model and process. It was developed to profoundly impact the way billions of students, educators, and families throughout the world live, learn, and achieve their own great purposes. The product targets Elementary Schools and is successfully used in over 3,000 schools in 57 countries worldwide. An increase in demand to move The Leader In Me into higher levels of education was happening and the program was eventually available to junior and high school levels. Since all the communications and products were originally created for the elementary audience, FranklinCovey wanted to evolve and mature the brand to include the new target.

Knowing that the Leader in Me brand had very good traction world wide, there was no reason to throw the baby out with the bath water. Thus, a new proprietary word mark, tag and positioning lines were created that felt less juvenile and more comfortable in all three markets; elementary, middle and high school.