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Amplifying the power of teachers to create a more equal world

Challenge

How do you convince an skeptical education establishment that you are not the enemy of teachers but their most powerful ally?

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Story

Quest: Amplify the amazing potential of individual students and teachers

Amplify was an education start-up with a big dream - to make the world fairer by revolutionizing how kids learn, using a digital-first approach.

 

But teachers feared that digitally-enhanced learning would replace them, and a complacent education establishment was highly invested in preserving the status quo.

 

We needed to create a credible brand in education, convincing teachers and superintendents that Amplify wasn’t their enemy but their greatest ally - increasing their impact, rather than replacing them.

 

We embedded with Amplify to create the culture of a hungry startup. Together we crafted a new kind of brand from the ground up, creating everything from product to brand architecture, design and positioning.

 

We discovered that veteran teachers were set in their views and not open to ours. But we unearthed a new cohort - young, idealistic teachers, obsessed with making education fairer. They became Amplify’s muse and advocates. Everything we did signalled that we were their allies, equipping them with  tools to enhance their power to make a difference.

Doing

Building a new kind of education brand

We helped create and launch an entirely new digital education offering. When we began, no product would be ready for 18 months. As a result, we created the Amplify brand and designed a launch plan that would give them a voice in education and make the new brand and business tangible in advance of concrete product availability. We also developed its first product – a content platform advocating for digital innovation in education. And we helped transition the existing brand and culture of legacy assets into the new brand, creating training and guidelines for internal teams.

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Results

We gave a new kind of education brand the best start in life possible

At launch, public school districts signed up for over 21,000 seats.

 

Amplify was rated by Fast Company as one of the Top 10 Most Innovative Companies in education.

 

Today, its positioning, tone and visual language remain as fresh and distinctive as they were at  launch.

 

But more than that, we built a brand so human and well-designed it was spun off as independent company supported by investment from Laurene Powell Jobs' Emerson Collective.

 

Work

See more examples of how we’ve helped to transform our clients.