Revolutionizing English Language Learning for Brazilians
Client:
Frontseat
Service:
Rebranding
Year:
2022
Duration:
12 weeks
Location:
São Paulo, Brazil
Challenge
Brazil has the highest number of English language schools globally, yet only 5% of the population speaks English, with just 1% achieving fluency.
Frontseat (formerly The English Journey) faced widespread student demotivation due to unrealistic promises and outdated teaching methods from other schools. The rebrand needed to:
Modernize communication and position the school as an expert in student-centered learning.
Reconnect with disillusioned learners and prepare for the launch of an innovative online course.
Emphasize autonomy and personalized learning experiences tailored to Brazilian students.
Frontseat's old branding (The English Journey)
Old logo vs Rebrand
Solution
Deep Market Research: Analyzed barriers to English fluency in Brazil and competitor gaps.
New Positioning: Shifted from a rigid "journey" metaphor to a flexible, empowering narrative inspired by road trips and freedom.
Memorable Identity: Renamed the school Frontseat (symbolizing student control) and created a visual identity reflecting autonomy and accessibility.
The new visual identity
"Our mission is to give Brazilians autonomy so that they can become citizens of the world"
Social media posts
The founders
Results
Redefined English learning as a non-linear, personalized journey.
Attracted new students and rebuilt trust with a disillusioned audience.
Secured partnerships with global players for online course distribution.
Our mission: Transform the experience of learning English in Brazil
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Posted Feb 4, 2025
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