GoStudent: A New Brand Platform

THE CONTEXT
In 2021, GoStudent became Europe’s highest-valued EdTech platform, reaching a $1.6 billion valuation and securing its place as the continent’s first EdTech unicorn. Riding a wave of post-pandemic investment and exponential demand, the company entered a period of hypergrowth — and quickly realised that to sustain this momentum, it needed a sharper, more distinctive brand strategy.

The challenge was to clearly define GoStudent’s positioning and brand offering in a fast-expanding, increasingly competitive category.

THE IDEA
I immersed myself in the evolving EdTech landscape, a sector experiencing both rapid innovation and heightened competition. Leading the day-to-day organisation of the project, I coordinated a cross-functional team spanning research, strategy, and design. Together, we conducted in-depth market research and a series of collaborative creative sessions with GoStudent stakeholders to uncover the tension that could sit at the heart of the brand.

From this process, we surfaced the insights that became the foundation for GoStudent’s new strategic positioning, one that clarified who they are, what they stand for, and how they could lead the category.

My focus throughout was on ensuring that every creative and strategic decision directly addressed the client’s business objectives. By structuring our thinking around clear commercial outcomes, we made the work not only more effective but also more efficient — aligning creative ambition with business performance.

THE IMPACT
The result was a clear, actionable strategic platform that gave GoStudent the confidence and clarity to compete on a global stage. The new brand direction helped them strengthen their positioning, attract top tutors, and appeal to more students by articulating a distinctive sense of purpose and value.

For me, this project was a powerful example of how deep strategic clarity can unlock creativity - and how brand thinking, when rooted in business objectives, can drive both growth and meaning.

CONVERSATIONS BEHIND THE SCENES...
The positioning and rebrand provoked ideas around education in society, what people feel they lacked themselves as children and how they endeavour to rectify this through their ambitions for themselves as well as their children. The research threw up questions of identity, meaning, and how technology can help us in an increasingly complex world.