From a beloved classroom tool to a brand and website built to scale
As Classroomscreen prepared to enter the US market, they needed more than a great product. They needed a clear story. Pricing was hard to follow, the product's value wasn't immediately obvious, and the website had to meet the accessibility standards US schools and districts expect.
Our collaboration with Classroomscreen spans three phases over four years. We started with a light brand refresh and icon system, then designed and built their marketing website. Most recently we returned to tighten the story, redesign the website with accessibility built in, and integrate a help center that scales with their content.
2.5M
Monthly visitors
18%
Bounce rate decrease
What we did
Brand Identity Guidelines
UX/UI Design
Graphics & Illustrations
Marketing Assets
Creative Direction
Front-end Development
Accessibility (WCAG) 2.1
Maintenance
EdTech
01
Introduction
Classroomscreen is an online whiteboard tool built for teachers. With flexible widgets for live teaching, it helps classrooms stay focused and structured. From a simple tool created by a teacher, it has grown into a platform used by over four million active users across 200+ countries, with schools and districts increasingly among its audience.
02
A consistent look, with a system to maintain it
In 2022, Classroomscreen had a product teachers loved but no consistent identity to match. We didn't redo their brand. We refreshed the look and put a system behind it: updated colors, a pattern system rooted in the Classroomscreen iconic C shape, and a widget icon set that gave the product a clear, friendly visual language. These brand guidelines gave the team something consistent to work from across marketing, product, and social. Every later phase builds on that system.
03
The product, explained in 90 seconds
Classroomscreen's value is best understood in use, but not every potential user has time for a live demo. We ran an AV script workshop to align on the story, the moments that matter most in a classroom, and the right entry point for new audiences. The result was a 1.5-minute marketing video that blends real classroom footage with product in action. Teachers see familiar situations. Decision-makers see the tool working at scale. The video now anchors the homepage and gives the team a consistent way to introduce the product across campaigns and channels.
04
Clearer story, cleaner pricing
The previous website struggled to speak to multiple audiences. Teachers, school admins, and district buyers all need different things. We ran a strategy session to align on core messages and audience priorities, then redesigned the homepage around what each group needs first. The marketing video leads. Use case pages let each audience find their context quickly. Pricing was restructured into five clear plans with fixed benefits, cutting through the confusion that had been generating repetitive support questions. The result is a website that does the work of a first conversation before anyone reaches out.
05
Compliance that doesn't slow them down
US market expansion required WCAG 2.1 compliance, but rewriting the website wasn't an option. We chose to treat accessibility as a system-level capability. An accessibility preferences layer now supports high-contrast and reduced-motion modes, letting users adjust the experience without fragmenting the website. The existing color token system was remapped to maximum contrast variants, so new components and features inherit compliant behavior by default. For Classroomscreen, this means accessibility is no longer a blocker in product development. New markets, new features, new pages all launch compliant from the start.
06
Support that feels like the product
Classroomscreen's help center had grown into a separate domain that no longer matched the product, the brand, or the content the team was creating. We redesigned it as an integrated part of the main website. Teachers can now discover templates and learn how widgets work. School and district admins can find pricing, billing, and account information without leaving the experience. Built to scale with their content, it stays on-brand and easy to maintain, so the team can keep it current without pulling in developers.
07
Results
Impierce needed a brand strategy that clearly conveyed their role as a trusted enabler in the digital identity space. To uncover their values, audience, and personality, we ran a Brand Strategy workshop with the team. From this foundation, we shaped a brand identity built around the concept of “at the heart of every interaction.”
This concept reflects Impierce’s purpose and mission: wherever people and organizations meet, they act as the neutral core. Enabling privacy-first, high-quality exchanges that empower everyone to move forward with confidence. The identity emphasizes facilitation over control and highlights the overlap where trust is built. Every visual element, from patterns and gradients to colors and illustrations, reinforces the brand’s quality-driven, trustworthy values, making complex digital interactions feel clear, human, and reliable.
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