Cutting through complexity for a global education brand

MetaMetrics’ universal measures for reading and math skills connect a range of audiences, from teachers to policy makers, mapping children’s learning today with the skills needed in the future. Their sector commonly leans towards more ‘junior’ aesthetics. But wanting to stand out from the crowd, they needed to move towards something more grown-up and cutting-edge while maintaining recognition in the areas of the US where they’re already widely used. So, they approached Lane to modernise their brand and position them for their global marketing goals.

With a framework at their core, which unfamiliar audiences can potentially find complicated, we had to communicate the brand’s value without overwhelming people. The work had to explain what MetaMetrics offers, who it’s for and why audiences should engage – all while bringing numbers and letters to life.

Repositioning MetaMetrics as the Masterbrand and having its two key products, Lexile (framework for reading) and Quantile (framework for math) as sub-brands, we were able to create a bold, attention-grabbing identity with a refined and contemporary aesthetic.
Through punchy colours, new distinctive brand assets and clean visual hierarchy that involved streamlining their existing colour palette, the new brand and designs allowed important messaging to work harder across all touchpoints.

Knowing that first impressions are key and that many of their potential users are time-sensitive, we created a series of modern animations that would sum up what MetaMetrics offers as simply as possible.
With the brand in place, it was then time to bring it to life online with a new website. By leading with a clean, chunked structure, the site allows users to engage with the brand without feeling overwhelmed with information. It’s fast to scan and navigate, easy to understand and visually compelling – we like to call that our triple threat.

The brand refresh and new online home gave MetaMetrics a confident, modern voice that speaks clearly to its audiences. Bold Masterbrand assets tie every form of communication together, helping match their aspirations of a more global presence.

The new website turns complexity into clarity, letting users instantly grasp what MetaMetrics does and why it matters. With a striking visual hierarchy and dynamic design system, the brand now feels sophisticated, innovative and unmistakably cutting-edge.

From hidden hero to headline brand, MetaMetrics is now as bold as the impact it makes to the education ecosystem.