Crafting a Friendly, Modern Identity for Test Prep

QUICK READ ➤ For over a decade, I’ve led all facets of branding and marketing design for TestMax, an ed tech company specializing in LSAT and Bar prep. From logo systems to full-funnel marketing assets, I evolved the brand into a scalable, modern identity that resonates with students while maintaining flexibility across multiple product lines.

Overview

When I joined TestMax, the brand — like the product — was in its earliest iteration, built on outdated skeuomorphic visuals that no longer reflected the modern startup or the mobile-first experience we were building. I led a full refresh, developing a more contemporary identity that aligned with where digital education was heading.

The system was designed for scalability from the start. Each product — LSATMax, BarMax, and others — received a distinct but cohesive visual mark, helping students differentiate between offerings while reinforcing the parent brand. Over a decade, that system extended across landing pages, social campaigns, digital ads, conference booths, print assets, and textbooks — consistent enough to hold together, flexible enough to keep evolving.