Case Study: ETS transforms into a Future Readiness leader with Code and Theory

ETS boosts user growth 888% with Code and Theory

ETS, a global leader in standardized testing and research, faced challenges from emerging competitors and technological disruption. The ETS corporate brand lacked clarity and equity despite the strong recognition of its individual tests. Partnering with Code and Theory, ETS sought a comprehensive business and brand transformation to drive B2B growth and bolster its global reputation.

Code and Theory repositioned ETS as a "Future Readiness" leader, overhauling its business strategy and creating a unified brand narrative and visual identity. This included a reimagined logo and a flexible brand system designed to work across all digital touchpoints. The solution expanded ETS's market from education into workforce development. The results for ETS included a 12% brand lift, an 888% increase in user growth for its new B2B arm, and 10 million press impressions, successfully establishing new revenue streams and future-proofing its role in the global economy.

ETS (Education Testing Service)