Samantha’s Tutoring Co. soon evolved into The +Mind Academy—a name thoughtfully designed to embody the organisation’s core values. The inclusion of the ‘+’ symbol represents positivity and continuous growth, while the word ‘mind’ reflects a commitment to cultivating a constructive and empowered mindset.

The academy’s visual identity further reinforces this philosophy. The gentle, earthy tones of green, brown, and gold (refer to Figure 1) have been deliberately selected to evoke a sense of patience, calm, and natural growth. Together, these elements create a brand that is both nurturing and aspirational.

The +Mind Academy reimagines traditional tutoring by offering a more holistic approach to learning. Rather than focusing solely on curriculum delivery or short-term outcomes, the academy emphasises sustained growth, personal development, and meaningful academic progress.

Samantha Cvetkovski completed a Bachelor of Secondary Education at the University of Notre Dame, graduating with a major in English and a minor in Drama. Her passion for teaching was cultivated from an early age, inspired by her own educators and the enthusiasm and joy they brought to the classroom. She used this to complete a degree in education which opened pathways, allowing her to gain experience working in high schools teaching mainstream, support and EAL/D classes. 

Motivated to transform this passion into a profession, Samantha founded Samantha Tutoring Co. in late 2024 after being approached by two families seeking academic support. As her client base steadily expanded, the business evolved, leading to its rebrand as The +Mind Academy. Today, supported by a team of dedicated educators, the academy is thriving—committed to fostering the same sense of curiosity, confidence, and love of learning that first inspired Samantha as a young student.