Outcome-based AI and ML Learning
Pathsetter is an Edtech Startup that focuses not only on employee upskilling, training and education but also offers mentorshorship, guidance and recruitment opportunities to students and young professionals. A product of Harvard Innovation Labs, the company has since, been funded by Transcend Network and Quantela.
Client
Pathsetter
Role
Founding Designer, Brand Strategy + UX Design
Industry
Travel
Date
2022
The Challenge
There exists a looming uncertainty among job-seekers and university graduates related to employment. Students coming out of Tier 2 and 3 cities in India are often underrepresented in the Job Market. Additionally, when it comes to ups killing platforms - the market is overcrowded, often expensive, with no payoff at the end.
Approach
To address these concerns, we conducted over 200 user interviews speaking to students, job seekers, educational institutions and SMEs. An insight about job insecurity as a reason to upskill lead us to implement an Outcome-based pricing model, where students go through the program free of cost and only pay for their involvement after they get a new job.
Pathsetter needed to build a strong entry and presence in a crowded ecosystem of edtech and recruitment giants, starting in India but aiming to be a global brand. The brief was to build the Pathsetter brand from the ground up. From voice to visual - our team was stacked with the responsibility of creating something meaningful and timeless. As the Founding Designer, my role spanned from research and product strategy to conceptualization and delivery.
Identity and Positioning
The logo is designed to be memorable and impactful. A mark that is so simple, that it can be recreated by hand. An icon that has meaning, one that tells you the story of what Pathsetter stands for - Holistic Mentorship, Equal Opportunities and most importantly, Growth.
Payoff
Learn. Grow. Thrive
This isn’t just a hollow statement or a bunch of buzzy words - the tagline is built to capture the essence of the journey of the user in the most impactful manner.
Learn - Referring to the first step that leads the consumer to the brand - the quest to gain knowledge and upskill.
Grow - Knowledge imparts power and strength; it helps you develop and grow. That’s the second key step one would take as they go through Pathsetter’s program.
Thrive - Thriving refers to the end-game of the user where they leverage the knowledge and skills gained through the process and get the opportunity to apply it at the roles they are presented with - and excel at life.
Color Theory
Learn. Grow. Thrive
This isn’t just a hollow statement or a bunch of buzzy words - the tagline is built to capture the essence of the journey of the user in the most impactful manner.
Learn - Referring to the first step that leads the consumer to the brand - the quest to gain knowledge and upskill.
Grow - Knowledge imparts power and strength; it helps you develop and grow. That’s the second key step one would take as they go through Pathsetter’s program.
Thrive - Thriving refers to the end-game of the user where they leverage the knowledge and skills gained through the process and get the opportunity to apply it at the roles they are presented with - and excel at life.
Resume