Applebaum is a brand identity firm specializing in name development, branding systems, and marketing communications. We have been helping clients create successful identities for new products, companies, and services since 1982.


ClassLink is an innovative educational technology provider offering a range of integrated software solutions to optimize K-12 learning environments. Applebaum was brought in to address challenges in the brand architecture and to develop targeted names for their revolutionary software modules, each with an array of attributes, benefits, and users.

One the of the modules provides curriculum mapping and state standards alignments for administrators and teachers, plus an electronic portfolio of student achievement and assessment, accessible to students and parents. The brand name OnTrack is sufficiently open-ended to encompass these multifaceted functions while remaining relevant to each. It also conveys a clear and positive message to parents, students, teachers, and administrators.