Future Ready: Transforming ETS into a Global Leader in Education and Workforce Solutions
Services
Brand Strategy and Architecture
Brand and Visual Identity
Content Strategy and Production
Copywriting
Product Strategy
Data, Analytics and Measurement Strategy
Brand, Visual and UX Design
Motion Design
Frontend and Backend Development
Quality Assurance Engineering
You know ETS even if you don't know ETS. That's because for more than 75 years, ETS (Education Testing Service) has been the arbiter of standardized testing and research.
Despite its global reach and foundation, ETS was only scratching the surface in leveraging its best-in-class services, tools and expertise to impact its business. It also faced significant hurdles posed by emerging challengers and ever-evolving technological advancements disrupting the testing and assessments industry. ETS partnered with Code and Theory for comprehensive business and brand transformation, intent on driving successful B2B growth and bolstering its reputation globally. Over six months, we evolved ETS' strategic vision by overhauling its business, leading strategy for a vast rebrand, and delivering refreshed storytelling and design across every digital touchpoint.
Key Takeaways
- Unified brand strategy and reimagined digital platforms positioned ETS as a Future Readiness leader, driving engagement across diverse audiences globally.
- Enhanced digital infrastructure and accessibility standards optimized user experience, ensuring seamless navigation for learners, businesses, and governments alike.
- Expanded ETS’s market from education to workforce development, creating new revenue streams and future-proofing its role in the evolving global economy.
Impact
- +12% Brand lift following rebrand
- +888% Increase in user growth with ETS Solutions, ETS' new B2B arm
- 3X w3 Awards winner for Best in Education, Non-Profit, and Website Redesign
- Rebrand and B2B entry drove 10M impressions from press across CNBC, Campaign, Mediapost, EducationWeek, HRBrew and more
Creating a Leader in Future Readiness
While the TOEFL and GRE tests had strong public recognition, the ETS corporate brand lacked clarity and equity. Code and Theory repositioned ETS as a Future Readiness leader, leveraging its measurement science expertise to expand across B2B, B2G, B2C, and B2W markets. By creating a unified brand narrative and strategy, we set ETS up to reach new audiences, support acquisitions, and drive success in an evolving education and workforce landscape.
Crafting a Flexible Brand System
We created a flexible brand identity system and digital experience, including a reimagined logo, where the asterisk — a clarifying symbol typically relegated to footnotes — ascends as a bold centerpiece, crossed by an upward diagonal, representing ETS’s commitment to advancing the science of measurement to power human progress.
A Brand Transformed
Our team unified ETS's portfolio under a single, powerful brand narrative across visual, verbal and digital expressions. ETS’s transformed brand elevates the company's vision and social-impact mandate, paving the way for growth and reinforcing its commitment to shaping the future of education. This move solidifies ETS's reputation as a testing authority and creates reciprocal equity between the corporate and product brands.
