I. The Problem
II. Our Synthesis
III. Ideation
IV. Experimentation
V. Our Solution
Eleven Ace is an ed-tech initiative based in the UK, designed to help students prepare for the 11+ exam — the gateway to grammar schools. It positioned itself as a trusted partner for parents and students navigating one of the most competitive entry exams.
By focusing on mathematics, grammar, and logic, Eleven Ace sought to bridge the gap between traditional learning and modern, accessible preparation tools. The brand’s mission was to make the journey less overwhelming while empowering students with structured resources and clarity.
Problem
Parents and students faced an oversaturated market of learning materials, many of which were fragmented, expensive, or difficult to use. This created frustration and confusion at a critical stage of a child’s educational journey.
Without a brand that simplified the process and instilled trust, Eleven Ace risked being lost among generic offerings. The challenge was to carve out a distinctive identity that reassured parents while inspiring confidence in students.
Our Synthesis
We synthesized Eleven Ace’s role as a guide and companion. By blending educational credibility with user-focused design, we positioned the brand as both serious and supportive. The synthesis emphasized empathy for parents and encouragement for students.
The approach was to humanize the ed-tech experience. Eleven Ace was not just a tool — it was a mentor. Its brand narrative, digital assets, and communication materials reflected this balance of expertise and care.
Ideation
We explored ideas that visualized learning as a structured yet engaging journey. Brand motifs drew on clarity and logic, while narrative angles focused on empowerment and achievement. Designs emphasized accessibility and reassurance, steering clear of intimidating academic aesthetics.
The digital experience was ideated as a streamlined system where resources were easy to find, lessons simple to follow, and progress clearly measurable. Every concept aimed to reduce anxiety and build confidence in both students and parents.
Experimentation
Prototypes tested how students and parents interacted with content flows. Mockups of digital platforms, lesson modules, and practice tests were refined through feedback sessions. Visual identities were tested for resonance with both younger audiences and adults.
Experimentation also included sample marketing campaigns to evaluate messaging clarity. By iterating on tone, visuals, and delivery, we created a balanced system that appealed emotionally to parents while motivating students academically.
Our Solution
The final solution was a brand and platform that merged credibility with empathy. Eleven Ace’s design system emphasized clarity, reassurance, and focus. The digital platform was structured for intuitive use, simplifying preparation for the 11+ exam.
Supporting narratives, brand assets, and content campaigns reinforced the brand’s dual focus on parental trust and student confidence. Eleven Ace emerged as a distinctive ed-tech initiative, standing apart in a crowded market by offering guidance, clarity, and encouragement.
