A Clear Voice in the Academic Support Space
Challenge
In a crowded market where competitors like Quizlet, Chegg, and Study Blue sounded strikingly similar, Course Hero needed to carve out a distinctive identity. The goal was to create a brand that stood for something powerful, authentic, and ownable—resonating with students, appealing to educators, and standing out in the marketplace.
Solution
Our research uncovered a stark truth: only 54% of college students graduate, leaving them with massive debt and nothing to show for it. This insight informed a bold new story—positioning Course Hero’s resources as the key to overcoming academic hurdles and crossing the finish line. The refreshed brand voice empowered Course Hero to:
+ Stand out in a competitive landscape as the go-to graduation toolkit.
+ Connect with students in their moments of need while building trust with educators through empathy and reliability.
Deliverables included:
+ A strategic narrative that addressed the critical challenges students face and highlighted Course Hero’s pivotal role in their success.
+ Voice and tone guidelines that humanized the brand, blending optimism, helpfulness, and relatable wit to instill confidence and build trust.
Conclusion
Course Hero evolved from a simple study aid to a trusted mentor—supporting students through every challenge and guiding them toward academic and personal success.