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ELSA

Service Type
BrandingCreative DirectionGraphic DesignMarketing CollateralPresentation Design
Industry
AI, Educational Technology, Enterprise SaaS
About the Client

ELSA is an AI-powered English communication platform with 90M+ users and a growing enterprise client base across aviation, manufacturing, financial services, and education.

Problem

ELSA had strong product credentials and real enterprise traction, but the brand wasn't built for B2B. The consumer identity lacked a defined visual hierarchy, making materials difficult to read and hard to navigate. Cluttered design elements and inconsistent styling across touchpoints undermined the credibility the sales team was trying to build in high-stakes procurement conversations.

Solution

I built a distinct B2B expression on top of the ELSA masterbrand, maintaining continuity without carrying over the consumer aesthetic. A brand architecture was defined under ELSA for Enterprise, with dedicated product logos and accent colours for ELSA Business and ELSA Schools. Visual clutter was stripped back, a clear typographic hierarchy was established, and every element was given a defined role across every touchpoint.

Outcome

  • checkA consistent, enterprise-ready identity that works across sales materials, presentations, and print.
  • checkA scalable brand architecture that can extend to new product lines without rebuilding from scratch.
  • checkA brand presence that earns credibility before the first conversation.

What ELSA Says

“It's been a pleasure working with you, and I'm very happy with the results. I look forward to working with you again in the future.”

Eva Weidinger, Senior B2B Marketing Director

Masterbrand

  • The ELSA mark and wordmark carry over untouched. Keeping the masterbrand intact preserves the recognition ELSA has already built with 90M+ users, while everything around it is rebuilt for an enterprise audience.
ELSA - Masterbrand

Brand Architecture

  • ELSA for Enterprise sits above two product lines, each with a dedicated logo lockup and accent colour:
  • ELSA Business: green, for corporate and workforce training.
  • ELSA Schools: amber, for education and institutional programmes.
  • Buyers can tell the two apart instantly while both stay clearly part of ELSA, and the system can take on a new product line without being rebuilt.
ELSA - Brand Architecture
ELSA - Brand Architecture

Color Palette

  • A restrained core palette led by Midnight Black and Space Indigo, with Stellar Purple, Electric Blue, and Bright Cyan reserved for emphasis. Dark backgrounds do the heavy lifting, so accents only appear where attention needs to go.
ELSA - Color Palette

Typography

  • Two typefaces cover the full hierarchy:
  • Montserrat (Headings): Geometric and assertive, holding structure across dense slides.
  • Jost (Body): Clean and highly legible at small sizes, which matters in print and long-form sales documents.
ELSA - Typography

Iconography

  • A single icon set covering industries, product features, and outcomes. Simple line work in two circular treatments keeps long decks visually consistent without adding clutter.
ELSA - Iconography

Imagery

  • Photography shows real people in the settings ELSA actually serves, from factory floors and offices to classrooms. Business and Schools each keep their own tone while sharing the same treatment.
ELSA - Imagery
ELSA - Imagery

Key Visuals

  • Campaign visuals lead with one concrete message. Each pairs a real-world scene with a single line of copy and a clear product signal, so the value lands before anyone reads further.
ELSA - Key Visuals
ELSA - Key Visuals

Website Design

  • Enterprise landing pages built on the same hierarchy: product line first, one headline, one supporting paragraph, two actions. Light and dark variations cover both product lines without needing separate layouts.
ELSA - Website Design
ELSA - Website Design

Data Visualisation

  • Charts follow the product accent colours, so any slide reads as Business or Schools at a glance. Consistent styling keeps performance data credible in procurement conversations.
ELSA - Data Visualisation

Product Storytelling

  • Product screens are placed inside real contexts instead of shown in isolation, making proficiency scoring and progress tracking easy to grasp without a demo.
ELSA - Product Storytelling

Digital Presence

  • Social and profile assets carry the enterprise expression onto LinkedIn, so the company page matches the sales materials prospects see next.
ELSA - Digital Presence

Presentation Design

  • A full deck system with layouts for titles, statistics, quotes, data, and competitor comparisons. The sales team can build a credible deck without making design decisions along the way.
ELSA - Presentation Design

Brand in Action

  • The system holds up beyond the screen, across business cards, merchandise, out-of-home, and event spaces, so ELSA looks enterprise-ready wherever it shows up.
ELSA - Brand in Action
ELSA - Brand in Action
ELSA - Brand in Action
ELSA - Brand in Action

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