Support that never sounds like a shortcut
Year
2026
Disciplines
Brand Strategy / Visual Identity / Content Strategy
Challenge
Structured language support largely disappears after high school. One student we heard from spent six to seven hours on reading her classmates finished in two. The tools built for that gap all lead with the technology, and learners had already learned to read that as a shortcut, a crutch, or a quiet suggestion that they were not really doing the work themselves.
Approach
We framed Grasp as academic scaffolding rather than a language app, and wrote every line so the student, not the machine, is the subject of the sentence. The voice is friendly but matter of fact: empowering, credible, candid, never corny or clinical. The identity is built on the Grasp tangle, an almost readable word that captures the feeling of recognising language before you fully understand it, with the plain GRASP wordmark underneath as its translation. Purple carries the warmth, charcoal and snow white hold the structure, and the rule for everything else is simple: when in doubt, remove, do not add.
Outcome
A brand that institutions can take to a purchasing office and that students can trust on sight. The strategy, identity and outreach plan were presented at the OIC showcase, and the go-to-market path runs through ESL directors, language centres and community colleges rather than app stores.
Brand values
01
Be people first
We operate to advance equity, and to remove barriers to education.
02
Respect the student
We always treat the student as an intellectual equal.
03
Give agency
We are here to foster independence rather than creating a crutch.
04
Humility
We adapt to the student, so they never have to assimilate to machine logic.
What the product does
- Live lecture translation
- Dual-immersion tutoring
- Textbook translation
- Presentation practice
Palette
Purple
Snow White
Charcoal
Peach
Amber
Signal
Olive
16
Interviews across educators, learners and AI practitioners
3+
Pilot partnerships targeted in year one
70%
Student-reported confidence improvement goal
Want the full file?
We can walk you through the brand book, the applications, and the work we cannot publish yet.
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