CommonLit had built a strong reputation in literacy education, providing high-quality, research-backed tools for teachers. However, it struggled with a perception issue—educators saw it as a free supplemental resource rather than a comprehensive instructional program. To support its growth, CommonLit needed a full brand transformation to position itself as an essential, holistic solution in the competitive ed-tech landscape.
Through deep research—including stakeholder interviews, competitive analysis, and audience studies—we uncovered key insights that shaped our approach. Teachers loved CommonLit’s resources, but administrators needed clearer proof of its impact for school-wide adoption. Additionally, while the brand was created by teachers for teachers, it lacked an emotional connection and distinct positioning. The challenge was to craft a narrative that resonated with both audiences while making CommonLit stand out in a crowded market.
BRAINS developed a human-centered brand transformation, including a refreshed brand story, modernized visual identity, and a strategic go-to-market plan. The new messaging emphasized teacher empowerment, practical impact for administrators, and CommonLit’s role as a complete instructional system. A visual overhaul introduced a warm, inviting color palette, refined typography, and a new brand character, Cleo, to bring personality to the identity. The relaunch also included a revamped website with improved UX and accessibility, alongside a phased rollout strategy that engaged educators, administrators, and the broader ed-tech community.
The rebrand positioned CommonLit as a leader in education, driving stronger engagement and adoption. Teachers felt more supported and excited to advocate for the program, while administrators gained a clearer understanding of its value as a full instructional system. The new brand identity gave CommonLit a bold, confident voice that cut through the noise in the crowded ed-tech space, setting the stage for continued growth and impact.
Hand-crafted iconography, joyful illustrations, and library-inspired elements suggest a safe, nurturing environment that celebrates learning and growth.
We envision a world where students can read and write proficiently, where learning is joyful, and where teaching is sustainable.
