ETS: Transforming a Testing Giant into a Trusted Brand
ETS brand story motion graphic
CHALLENGE: “We make tests. People hate tests. We’re not a likable brand.”
This was the mindset I encountered when I joined ETS. The belief? “Test-takers HAVE to take our tests—they don’t choose to. We don’t need to ‘sell’ them.”
But how can a brand expect emotional connection with its audience if it doesn’t believe it deserves one?
REFRAMING THE VALUE: ETS wasn’t just making tests. It was enabling life-changing moments:
• Ensuring qualified teachers are in our schools
• Helping students access the college of their dreams—regardless of background
• Validating the effectiveness of academic programs
• Empowering individuals to apply for their dream job
These aren’t just tests. They’re stepping stones to the future.
SOLUTION: We redefined the brand narrative—from test-maker to opportunity-creator.
STRATEGY: Make the emotional connection undeniable. We built a brand around human potential, not just assessments. This led to award-winning creative that shifted ETS from distant to relevant while transforming it from a house of brands to a branded house.
We didn’t just tell a new story—we ensured the organization lived it:
• Launched an Office of Quality to uphold the highest standards in test development
• Introduced actionable score feedback to support personal growth.
• Enhanced the online registration experience for greater ease and clarity
• Improved customer support to reflect the brand’s care and commitment
RESULTS: The transformation was more than cosmetic. ETS gained market share, reinforced its mission, and delivered brand experiences that matched its promise—relevant, trustworthy, and human.
Download my portfolio to check out my ETS samples.
Saga Education | Anthony & Sylvan | Ortho | ETS | Videos | Logos
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