Mcgraw hill

Brand positioning | naming | creative strategy

McGraw Hill was looking to expand beyond textbooks with a comprehensive study app that helped college students learn through digestible videos, flashcards, and quizzes. We were tasked with positioning, naming, and creating a campaign for the app to help it cut through the clutter of study aids. 

While students have dozens of options, we learned the process of wading through and vetting resources was making them feel even more lost. We positioned McGraw Hill’s resource as “The app that works with you” and developed its name - “Sharpen” - to highlight how it gets straight to the point.