I Can Read
Clarity, connection, and the joy of reading

After I Can Read was acquired by a global private equity firm, we were tasked with sharpening the brand to stand out in a crowded tuition and enrichment market. Through a brand audit, parent discussion groups, stakeholder interviews, and market analysis, we uncovered a clear truth: while respected for teaching English, the brand lacked a focused story, clear value proposition, and visual consistency. Parents wanted more than basic skills; they wanted a brand that promised confidence, curiosity, and a lifelong love of reading.

We distilled these insights into a bold new positioning: Revealing the joy of reading. Equipping children for the rest of their lives.” A refreshed identity, unified brand architecture, and comprehensive guidelines brought this to life across every touchpoint. The result is a brand with emotional resonance, strategic clarity, and the visual confidence to compete and win in a fast-growing market.