Examino billboard with a teacher illustration and grading message

Examino website footer and AI grader invitation

Examino typography and green color palette

Examino articles and support website sections

Examino pricing plans and frequently asked questions

Examino website components, pricing and process layouts

Examino tote bag and mathematics graphics

Examino institution contact and offer form

Examino terms, privacy policy and imprint documents

Examino teacher campaign posters on a tiled wall

Examino

Making AI grading feel as fair as a teacher's own hand

2025

Branding, Website

Introduction

Examino is an AI-powered essay and maths grader for teachers. The platform lets educators upload papers, grade entire class sets against custom rubrics in minutes, and approve every score before it reaches a student. The brief was to design a visual identity and marketing website that could earn teacher trust across three distinct markets, English, French, and German-speaking audiences, without losing consistency across any of them.

Challenge

The core problem was cultural, not visual. English, French, and German-speaking teachers don't have the same register of trust. What reads as warm and credible in one market reads as casual or imprecise in another. The brand had to hold across all three without compromising in any direction. On top of that, German's long compound words created real layout constraints. The typography system had to be built for the hardest case first. And underneath everything was a category-level trust problem: teachers were being asked to hand student work to an AI. The brand had to address that before the product had a chance to.

Strategy

The insight that drove everything: teachers don't fear grading, they fear losing control of it. Every decision was made around one promise that the teacher stays in charge. The visual identity used an editorial illustration style to separate Examino from the institutional coldness of legacy grading tools, something that felt closer to a trusted publication than an edtech platform. The messaging moved in three layers: time relief to get attention, quality assurance to build credibility, and teacher identity protection to close the emotional argument. The human-in-the-loop principle, nothing reaches your students until you approve it, ran through every touchpoint as a brand promise.

Outcome

The brand gave Examino a clear position in a category that largely looks and sounds the same. The marketing website drove a measurable increase in conversion. The illustration system extended into a full campaign without breaking down. And the brand held its integrity across English, French, and German without needing visual or tonal workarounds. Teachers landed on the site and understood immediately what the product did, why it was safe, and that it was built for them.

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