Brightlane Learning

What We Did


Mission & Vision

Brand Identity

Brand Guidelines


Campaign Development

THe Situation

Founder Sally Bindley started School On Wheels in 2001 as a “homework club” for students facing homelessness. Twenty years later, it had grown into a far-reaching academic support program serving 500 students in throughout Indianapolis. As the organization prepared for even more growth, it began a strategic journey that included updating its mission and vision to reflect the expanded scope of its work. Most important, School on Wheels needed a new name that better represented what it had become and where it was headed.

THe Solution

Matinee worked in partnership with Second Street Creative, who provided strategic design support and web design & development services. Matinee helped update the mission and vision, as led the development of a new brand name and visual identity. Additionally, we supported internal communications by keeping staff and board members engaged and supportive during throughout the transition to the new brand. Brightlane Learning made its official debut in 2022, and Matinee continues to support the organization on an ongoing basis.

“Working with Matinee to carry a 21-year-old organization into the future was nothing short of incredible. We came out of the experience not only with an identity that matched our mission and personality, but also with a new way of positioning our work and impact that has strongly resonated with new and existing supporters.”