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Penda. Story. Naming. Tagline.


I Choose. I Learn.

Kids today do not learn the way we used to. New technologies and innovative methodologies have changed the learning landscape. SAM Learning, a leading UK-based education company, brought its pedagogical, student-driven process and platform to the US to help improve learning for high schoolers throughout the country. Due to trademark conflicts, the company needed to rename its platform before officially entering the market.

The team chose “Penda,” a playful, highly coined name that is also a Swahili world meaning “to choose.” It’s a nice story and fit with the driving concept behind the technology. To help further position the brand, we created a simple, effective tagline, “I choose. I learn.” The line supports the name, and helps explain how the platform empowers students to learn on their own terms.

Client: SAM Learning

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