Education Perfect
Education Perfect
Education Perfect grew from a language-learning tool built by two brothers in Dunedin into a platform serving 5,000 schools and 1.7 million subject enrolments worldwide. But the business had outgrown its brand. The product, the market and the ambition had all moved on; the story hadn't. We worked with EP's leadership to rebuild the brand's strategic foundations — starting with a question the company had never fully answered.
The Problem
When a company scales as fast as EP had, its brand can date pretty quickly. Nothing fails outright, it just stops representing what the business has become. That was EP in 2023. The platform had evolved well beyond its origins, the competitive set had shifted, and the brand was telling an old story. Fixing it meant going below the surface — and the first workshop surfaced a critical debate: is EP an education company or a technology company? Landing that answer (an education company, powered by technology — the way Canva is a design company powered by tech) became the foundation everything else was built on.
The Strategy
The next decision was about the audience. EP's platform is used daily by students, but students don't choose it. Educators do. So the brand needed to belong to educators — and crucially, to position EP as an ally in their work, not a technology that competes with it.
The problem EP helps solve sits inside the classroom: every student learns differently, but no teacher can deliver one-on-one teaching to a class of thirty, six times a day. As one EP employee put it during discovery, "it's a long walk to the classroom."
That gave the brand a clear value proposition — personal learning, at scale — and a focussed organising idea: to amplify the impact educators make. Not just a claim about the product, but a statement of whose side EP is on too.
We also put a provocation on the table: was "Perfect" even the right word for a brand about progress rather than end states? EP kept the name — but with a new answer for what perfect means, encapsulated in the line: progress makes perfect.
The problem EP helps solve sits inside the classroom: every student learns differently, but no teacher can deliver one-on-one teaching to a class of thirty, six times a day. As one EP employee put it during discovery, "it's a long walk to the classroom."
That gave the brand a clear value proposition — personal learning, at scale — and a focussed organising idea: to amplify the impact educators make. Not just a claim about the product, but a statement of whose side EP is on too.
We also put a provocation on the table: was "Perfect" even the right word for a brand about progress rather than end states? EP kept the name — but with a new answer for what perfect means, encapsulated in the line: progress makes perfect.
The Outcome
The strategy was adopted company-wide, way beyond the marketing team alone. EP's Chief Product Officer sat inside the core brand team, so what the new brand promises is reflected in what the product builds. The new positioning continues to shape EP's go-to-market approach, messaging and identity.
As CMO Rachel Jenkins put it, being part of the project was a career highlight — "a transformative moment, with brand thinking at the heart of company-wide change."
As CMO Rachel Jenkins put it, being part of the project was a career highlight — "a transformative moment, with brand thinking at the heart of company-wide change."
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We take on select projects, working with companies who are inventing or reinventing. If there’s a project you’d like to talk to us about, please get in touch.
