CK-12
Empowering life-long learning
Client
CK-12
Role
Brand Strategy
Brand Positioning
Copywriting
Design
Agency
SVA MPS Branding Program,
Honors Project
Opportunity
CK-12, an online platform specializing in STEM education was not resonating with its student users. The main issue: education system hasn’t adapted from the "Industrial Age" to educate the kind of learners and future leaders needed in the "Connective Age". As a result, students are testing poorly, their engagement is declining and they’re increasingly not asking questions. Based on our team's research, we deduced the number one barrier for student learning is fear.
Solution
We imagined a place where students could take the first brave step to overcoming their fears by championing mistakes, asking questions and never giving up. We crafted a positioning statement that was a cheeky invitation for the brave, curious, and ambitious student. We envisioned CK-12 as a place where students could "dare to learn" and crafted our strategic positioning around the brand pillars of courage, passion and persistence.
Initially positioning CK-12 as a company that encourages “Fearless Learning”, we considered the tone and how students would receive it. “Dare to Learn” was a stronger, more inviting positioning that empowered students in the classroom to challenge themselves beyond what they believed to be possible. Daring is all about being courageous, and we felt this best suited the CK-12 brand spirit and all the organization embodied.
In order for CK-12 to further understand their users, the website landing page encourages users to complete a 3-part sign-up: basic information, a dare pact encouraging them to push through when things get tough and a diagnostic test to determine the student's learning style.
Depending on the user’s age and education level, imagery and language would flex to allow for a more personal experience. If a student gets a question wrong, or is having difficulty for a period of time, pop-up support chat bubbles will empower and assist students in moving forward.
Team: Strategy: Farida Leheta, Stephanie Millar, Allison Mussoline, Hilal Ozkaya, Memoli Ward, Copy & Design: Stephanie Millar