Get the tea on building a strong business from the inside out.
Chai Gate’s six service pillars and time-tested methodology strategically combines data and dialogue to highlight your most valuable offerings, understand stakeholder needs, and leverage market fundamentals—revealing powerful insights and opportunities for your brand and business.
Opportunities that we will unlock together, creating value for you by accounting for everybody.
Chai Gate’s six service pillars and time-tested methodology strategically combines data and dialogue to highlight your most valuable offerings, understand stakeholder needs, and leverage market fundamentals—revealing powerful insights and opportunities for your brand and business.
Opportunities that we will unlock together, creating value for you by accounting for everybody.
ETS (Educational Testing Service)
Brand Strategy and Architecture / Brand Positioning / Business Transformation Strategy / Category Redefinition / Visual Identity Refresh
For Code & Theory, New York City, NY
Awards: Gold Shorty Award (Education) | ANA B2B Awards: Gold (Corporate Identity), Silver (Brand Purpose), Silver (Corporate Brand Website)
︎︎ Where we were. As a legacy education company known for flagship products like TOEFL and GRE, ETS faced an existential challenge. While recognized for its testing products, the organization wasn't known for its brand. Its most vital differentiator—leadership in the science of measurement—was buried as a footnote rather than the headline. Meanwhile, AI and digital tools were commodifying assessments, flooding the market with new competitors and diminishing the perceived value of traditional exams. The $27B global assessment services market was shifting, and ETS's traditional higher education focus was limiting growth potential.
︎︎Where we wanted to be. ETS aimed to reclaim its position as an education and workforce leader by pioneering "Future Readiness"—spearheading systemic change in how individuals, educators, and employers assess, cultivate, and develop durable skills needed for the future of work. The vision was to reposition ETS beyond testing, extending reach to workforce organizations, government agencies, and research institutions while strengthening brand perception as a trusted authority in ethical, research-driven measurement.
Brand Strategy and Architecture / Brand Positioning / Business Transformation Strategy / Category Redefinition / Visual Identity Refresh
For Code & Theory, New York City, NY
Awards: Gold Shorty Award (Education) | ANA B2B Awards: Gold (Corporate Identity), Silver (Brand Purpose), Silver (Corporate Brand Website)
︎︎ Where we were. As a legacy education company known for flagship products like TOEFL and GRE, ETS faced an existential challenge. While recognized for its testing products, the organization wasn't known for its brand. Its most vital differentiator—leadership in the science of measurement—was buried as a footnote rather than the headline. Meanwhile, AI and digital tools were commodifying assessments, flooding the market with new competitors and diminishing the perceived value of traditional exams. The $27B global assessment services market was shifting, and ETS's traditional higher education focus was limiting growth potential.
︎︎Where we wanted to be. ETS aimed to reclaim its position as an education and workforce leader by pioneering "Future Readiness"—spearheading systemic change in how individuals, educators, and employers assess, cultivate, and develop durable skills needed for the future of work. The vision was to reposition ETS beyond testing, extending reach to workforce organizations, government agencies, and research institutions while strengthening brand perception as a trusted authority in ethical, research-driven measurement.
︎ ︎How we got there. Through comprehensive global research, we uncovered critical insights: 85% of people believe learning assessments improve job prospects, upskilling is becoming the new standard, and continuous education is essential for security and well-being. Rather than competing in the race to the bottom with low-cost AI solutions, we elevated the bar for meaningful, ethical, research-driven assessment.
We orchestrated a complete business and brand transformation over six months. This included overhauling brand strategy, refreshing visual identity, creating a reimagined digital experience, and critically redefining the category itself. The transformation enabled ETS to expand beyond higher education into workforce development, launching ETS Solutions—their first B2B offering in company history.
We developed a flexible brand architecture structured around research, reinforcing innovation and reflecting commitment to translating advancements into practical tools. The brand strategy centered on "Advancing the Science of Measurement to Power Human Progress," focusing on three measurable outcomes: promoting skill proficiency, empowering upward mobility, and unlocking opportunity for all.
The refreshed visual identity leveraged the asterisk as ETS's defining symbol, reinforcing that research is not a footnote—it is the foundation of progress. We completely redesigned and rebuilt ETS's digital presence to reflect its expanded role, making it easier for businesses, policymakers, and institutions to engage with tools, research, and B2B offerings. Finally, we launched The Human Progress Report, solidifying thought leadership through data-driven insights on global learning trends and workforce preparedness.
The results were transformative: +888% growth in website engagement with new offerings, +177% increase in total website traffic, +78% growth in leads from corporate and government institutions, and +12% brand lift. ETS successfully transformed from a company viewed as rigid and transactional into an advocate for empowerment and progress, revolutionizing how we measure minds by emphasizing outcomes over scores and possibilities over gatekeeping.
We orchestrated a complete business and brand transformation over six months. This included overhauling brand strategy, refreshing visual identity, creating a reimagined digital experience, and critically redefining the category itself. The transformation enabled ETS to expand beyond higher education into workforce development, launching ETS Solutions—their first B2B offering in company history.
We developed a flexible brand architecture structured around research, reinforcing innovation and reflecting commitment to translating advancements into practical tools. The brand strategy centered on "Advancing the Science of Measurement to Power Human Progress," focusing on three measurable outcomes: promoting skill proficiency, empowering upward mobility, and unlocking opportunity for all.
The refreshed visual identity leveraged the asterisk as ETS's defining symbol, reinforcing that research is not a footnote—it is the foundation of progress. We completely redesigned and rebuilt ETS's digital presence to reflect its expanded role, making it easier for businesses, policymakers, and institutions to engage with tools, research, and B2B offerings. Finally, we launched The Human Progress Report, solidifying thought leadership through data-driven insights on global learning trends and workforce preparedness.
The results were transformative: +888% growth in website engagement with new offerings, +177% increase in total website traffic, +78% growth in leads from corporate and government institutions, and +12% brand lift. ETS successfully transformed from a company viewed as rigid and transactional into an advocate for empowerment and progress, revolutionizing how we measure minds by emphasizing outcomes over scores and possibilities over gatekeeping.
