Kodable Education

Kodable Education is a software company purpose-built to teach kids to code. Their founders grew the company from an idea they had in college, driven by the understanding that kids need as much preparation as possible to navigate and excel in an increasingly digital world. Today, Kodable is a leading provider of programming education used in more than half of American elementary schools and in over 100 countries.

Their existing logo and visual identity were created internally in the company’s early years, without the benefit of a focused branding development process. They recognized that, as the company grows, they would need to become more intentional about how Kodable presented itself to the world.

We led their team through a full rebrand, starting with strategy, moving to brand identity and messaging, and culminating in the activation of the assets essential for ongoing marketing and promotions.

Strategy is, of course, always important, but for this project it was extra critical. Until our engagement, Kodable had relied on gut instincts and informal inputs to guide both marketing and branding. While this approach was not unsuccessful, the team knew that a more focused effort would likely bear greater fruits, particularly with parents —an audience segment identified as essential for future revenue growth.

Our strategy framework formed from key insights, gathered from discovery meetings and workshopping, including both Kodable Education leadership as well key target audience segments (parents and teachers). We created language around the brand—really articulating who Kodable is and why using impactful messaging in meaningful ways, including position statement, purpose, personality traits, and essence. Once evolved and finalized, we used this framework to guide all creative choices.

In refreshing this particular brand’s identity, we were deliberate and cautious, showing the team options that maintained varying degrees of the existing design language and being careful not to lose the essence of what had come to represent the brand in the eyes of core audiences, who know and love them deeply as they are.

As we moved from rough options to finished materials, we applied our developed pieces—language, logo, colors, and other brand elements— to example landing pages, social posts, email marketing, business cards and email footers, and in-app screens. As it all came together, enthusiasm grew from all parties.

And, perhaps most importantly, sales are up—especially with parents, the demographic the team most wanted to influence.