Recitate

Recitate is the brainchild of Daniel Meth, CEO of a longstanding tutoring company in the New York metropolitan area. His years of exploring the high school student mindset and lifestyle, coupled with the deficits he recognized within the traditional academic model, motivated him to redefine the private tutoring industry. Specific challenges included creating an infectious brand that provokes student word-of-mouth, communicating the legitimacy of the service while avoiding education clichés, not selling something to a demographic wary of being sold to, and truly understanding the psychographic of the target audience—not assuming what is cool to this age group.

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We delivered a vibrant, fresh, and engaging brand experience that resonates with a youthful (and often wary) target audience. We avoided education and academic stereotypes and focused instead on relatability, quality and value of the experience, and sincerity of mission. Recitate is redefining tutoring and breaking down education barriers; the new brand experience captures that energy and boldness of spirit.

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The team that Erik and Bill have built is comprised of talented, energetic, creative, responsible, good and decent people. People that sincerely care about each other, care about the work they do, care about you.

Dan Meth, CEO of Recitate
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Much time was spent heads-down in the world of high-schoolers, namely, on social media—stalking the habits and interests of teens. Given the rise in popularity of social media, the hashtag is having its day. We felt that would be a strong lead for any tagline appealing to this demographic. From there, we knew a flexible tagline would retain otherwise short attention spans and present opportunities for audience involvement. Understanding the teen vernacular, we suggested a long list of strong options to get them started.

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Recitate is redefining tutoring and breaking down education barriers; the new brand experience captures that energy and boldness of spirit.

Directed and produced by Focus Lab