Transforming ETS into a Global Leader in Education
- ClientETS
- IndustryEducation
- ServicesBranding · Customer Experience
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.
How ETS strengthened its strategy and brand for growth
For more than 75 years, ETS (Education Testing Service) has helped shape standardized testing and educational research around the world. With global reach and deep expertise, the challenge was sharpening positioning and unlocking growth as new competitors entered the market and technology rapidly changed the assessment landscape.
Working with Code and Theory, ETS aligned its strategic vision and modernized how the organization shows up across its brand and digital presence. The work brought greater clarity to what ETS stands for today and a stronger foundation for growth.
Key Takeaways
Unified storytelling connected education and workforce needs under one trusted future readiness narrative
Clearer corporate positioning strengthened what ETS stands for beyond its well known tests
A unified brand foundation helped ETS reach new audiences and support future acquisitions
Modernized brand and digital expression reinforced ETS’s authority and social impact mission
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.
What We Did
Unified ETS’s portfolio under a single brand narrative across visual, verbal, and digital expressions
Developed brand strategy and architecture to clarify ETS’s corporate identity across B2B, B2G, B2C, and B2W audiences
Designed a flexible brand identity system, including a reimagined logo with an asterisk mark as the centerpiece
Delivered refreshed storytelling, content strategy, and copywriting across every ETS digital touchpoint
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newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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