Case Studies

Founded in 2012, LEAD is on a mission to transform the core of the Indian education system by partnering K–12 schools with ed-tech solutions that enable holistic upgradation at accessible pricing. By mid-2022, LEAD was delivering improved learning outcomes and exposure to 1.4 million+ students in 3500+ schools across 400+ cities in India—ensuring that every child’s potential to grow received strong impetus at a foundational stage.

Codesign’s partnership with LEAD to create the new brand identity, was a strategic intervention to establish its purpose-driven pivot from a chain of schools to an ed-tech partner transforming traditional private schools in Tier 2 markets. The transformation of identity was deployed at the onset of a prolific growth phase that saw the organisation dramatically expand its schools network, double its valuation and reach unicorn status within a year.

Brand Identity Design

The new brand identity for LEAD expresses its confidence in the propulsive power of high-quality school education to open up a new world of opportunities. With an evocative brandmark, bold colour palette and consistent typography, the identity allows for simple but impactful implementation at scale. The new identity evokes optimism, confidence and advancement—key to building connect with LEAD’s primary audience of schools & parents who are desirous of breaking out of the constraints of their location and traditional resources.