Edukind

How the rebranding of an EdTech marketplace re-centered teacher empowerment and community, and put educators back at the center of the platform they power.

Edukind is an EdTech Marketplace brand that empowers and builds a community amongst teachers, where they can share educational resources and earn income.
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My experience as a STEAM science teacher motivated me to rebrand Teachers Pay Teachers, the world’s largest EdTech marketplace, where PreK-12 teachers share classroom resources. As an active user, I identified opportunities to shift the brand from a crowded, transactional marketplace to a platform focused on teacher empowerment and community.

During the research phase, I conducted a comprehensive strategic analysis to identify key insights, challenges, and opportunities. My goal was to transform the platform from a basic marketplace for educational materials into a trusted hub that helps teachers increase their income and enhance their professional reputation.  I developed a competitive analysis that positioned the brand as a high-tech, AI-adaptive platform among competitors in the market that dominates the way educators access resources.

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‍This project taught me how to identify white space in a crowded market and leverage strategic research, messaging, and storytelling to reposition a brand. It also deepened my understanding of how a new name and brand identity system can better communicate a brand's character, tone of voice, and values to consumers.

This is a student project for the MDes program at ArtCenter College of Design.