Engineering a Brand from the Ground Up


A startup named Axon Spark approached Alchemy with an intriguing proposition: How to create a brand identity and brand voice that would capture the essence of what the client’s groundbreaking technology can achieve in the K-12 education space. Axon Spark had created, and was about to launch, a gaming environment to teach complex social studies and literature concepts to students by fully immersing them into a “theater,” whereby the teacher sets the stage and the student controls the casts and their actions.



Alchemy began by first exploring the elements of what made this product stand out from others like it. After thorough discovery, we determined that what the client was selling the ability for teachers to create immersive learning environments for students, similar to how a broadway producer creates captivating environments for the audience to experience. 

odeum_logo_2color_The company was rebranded as Odeum (taken from the Latin word for “theater”), and an entire brand was engineered around this concept.

New logo

New tagline: “Learning from Experience”

New messaging

New website



Odeum Learning now has a compelling story that not only differentiates the product in a crowded marketplace, but the brand and brand assets immediately draw both teachers and students into the experience of the role-playing technology firsthand.

“Your ability to say what I’ve been been trying to say for three years is astonishing. Thank you!” 

— Ian N., Founder of Axon Spark


The story that was ultimately told at market launch could not have been magical, had it not been for the science of exploration that went into discovering precious gems buried deep beneath the surface.