With Mentura is a specialised tutoring and mentorship service for British expat families. Despite two years of successful operation, the business lacked a formal name and brand presence, operating entirely via private communication channels and receiving leads via referrals. Previous attempts to engage with branding agencies left the founders feeling unheard and undirected.

We intervened with a tailored, strategy-led process designed to remove emotional indecisiveness from the naming journey. By establishing a rigorous brand foundation first - focusing on their mission to bring British-standard education to global families - the naming process became a logical extension of their strategy rather than a subjective hurdle.

The final identity system was built directly from this strategic core. The custom logomark features a monogrammed 'W' and 'M' within an oval badge, designed to reflect the authenticity of a traditional British school crest while maintaining the warmth and modernity of a contemporary service. Using a Plum and Cream palette, we successfully positioned the sibling founders as youthful yet authoritative experts in their field.