eCoach is now Coassemble
It was time for a change. We needed a name and a look that better represented our brand. Find out how we got there...
We’ve changed our name.
Our co-founders, Jude Novak and Ryan Macpherson, spent years finding weird and wonderful ways to engage learners, from developing some of the most downloaded educational apps in Apple Store history to devising custom training strategies for the Fortune 500. In 2015, they teamed up to form eCoach and democratise learning for businesses of all sizes.
By 2018, eCoach had secured investment and the team had jumped from a number you could count on one hand to a team of over twenty. eCoach had helped more than 1,000 companies deliver better training to their teams.
We had one small problem, though. When people heard our name, they thought of little league coaches, or assumed we were offering career coaching services. We were also looking a bit tired and were not quite presenting ourselves in the way we wanted. eCoach was, and still is at heart: friendly, fun, approachable and innovative. But our name and branding didn’t reflect any of that.
Companies evolve over time, and their branding should evolve with them. It was time to go back to the drawing board. We needed a new name and a fresh, new look.
So we took it back to foundations.
Why do we do what we do?
Most great companies were founded by a person or people who suffered a problem, went through a difficult experience, or had someone close to them face a tough challenge, and in turn came up with a solution or alternative.
Our company Product Manager and co-founder, Jude, worked in eLearning and found existing technologies clunky, disconnected, expensive, time consuming and worst of all boring. He developed a solution. He created an all-in-one, cloud-based, fully responsive platform that had a super easy-to-use interface. The platform was based on creating bite size learning, to engage learners. Why did he do it? So users could simply share knowledge with their teams to allow them to scale and grow. This is our essence, to simplify the sharing of knowledge to enable success.
Values are the uncompromising truths and guiding principles that define what your brand stands for. These are the primary driving force behind the brand, business, behaviours, and decisions. One thing we are extremely proud about is the company culture Jude and Ryan have nurtured at eCoach. Values are a crucial part of this culture and these really do permeate everything we do, both as individuals and as a company.
We have seven of them:
We have a closely knit team. Part of what makes it such an amazing place to work is that everyone genuinely cares and feel a strong sense of responsibility for both the company and our customers success. The people who work here are the beating heart of the brand and therefore were an essential part of the rebrand journey. We also sent out a survey to our customers and added their responses to the data. Using all of this we asked our team the big questions –
Turns out we are
We needed a new name that did a lot of things. It needed to be a single word that reflected what we do. After much searching we settled on a combination of two words: collaborate and assemble. Coassemble.
We know that our customers use us to assemble their training in a central place. They use the tool to collaborate on training with their peers, and they assemble their teams to train. Our platform is an all-in-one solution that combines content creation and learning management together. Coassemble reflects this assembling of training, materials, teams and software together in a central place. Perfect!
The final step. We had our core identify defined and a new name – it was time for a makeover! We engaged the help of Newcastle based Shorthand Studio, and the end result is a visually stunning representation of our brand. Everyone loves a good before and after, so keep scrolling.
For our new logo, we wanted to include the assembling of various parts, to highlight the “c” and “a” of our two key words, and to hero the authoring or content creation, which was where we started. We also needed an icon, which has been missing from eCoach.
Our brand colours needed to be vibrant and progressive to match our personality. We also wanted to retain some of the blue we had previously had with eCoach. So the whole thing got a refresh.
There’s a saying that great fonts go unnoticed. Our typography needed to be something expressive, but the body also had to be clear and easy to read, able to work with customers branding in their own campuses.
National 2 – Headings
Acumin – Body
And finally, we wanted a design system that brought it all together with imagery to make it fun.
We’d like to celebrate all of our customers, team, and partners for bringing us to where we are today. We are beyond excited for this new chapter in our story. This is just the beginning of our commitment to simplifying online training and changing how companies share knowledge in their organisation.
From everyone at Coassemble