Speaxlab needed to differentiate from competitors in the language learning market, establish credibility as a thought leader in task-based and dogme language teaching, and attract language learners and language teachers interested in innovative methodologies.

Through extensive research of the language learning market and identifying emerging trends in the field, defined the guiding principles of Speaxlab as being authentic, empowering, and personalized.

A dynamic identity functioning across channels, from the Speaxlab online community, website and social media to their immersive learning experiences and educational material, that has yielded 2,000 followers within the first year of launch—and growing.