Grammarly Rebranding Case Study

Write with confidence

Brand Overview

Grammarly is an AI-powered writing assistant tool that helps people improve their writing skills. It was founded in 2009 by Alex Shevchenko and Max Lytvyn, and its headquarters are located in San Francisco, California.

The tool uses advanced algorithms to analyze written text for spelling, grammar, and punctuation errors, as well as for clarity, concision, and tone. It also offers suggestions for improving the text, such as by suggesting better word choices, rephrasing awkward sentences, and providing explanations of grammar rules.

Grammarly is available as a web browser extension, a desktop app, and a mobile app. It offers a free version that checks for basic spelling and grammar errors, as well as a premium version that provides more advanced writing feedback, including style suggestions and vocabulary enhancement.

In addition to its core writing assistance features, Grammarly also offers a plagiarism checker to help users ensure that their writing is original and not copied from other sources. It is used by millions of people worldwide, including professionals, students, and individuals who want to improve their writing skills.

Overall, Grammarly is a valuable tool for anyone who wants to improve their writing, whether they are writing emails, essays, reports, or any other type of written content.

Target Audience

Grammarly's target audience is quite broad, as it is a tool that can be useful for anyone who writes. However, there are some specific segments of the population that may be more likely to use Grammarly than others.

Professionals: Grammarly is an excellent tool for professionals who need to write well in their jobs. Lawyers, marketers, journalists, and other professionals who write a lot of emails, reports, and other documents can benefit from Grammarly's ability to catch mistakes and improve their writing style.

Students: Grammarly is also popular among students, who often need to write essays, reports, and other academic papers. The tool can help students catch mistakes and improve their writing style, which can lead to better grades and a more successful academic career.

Non-native English Speakers: Non-native English speakers who are learning English can benefit greatly from Grammarly, as it can help them catch mistakes in their writing and improve their grammar and vocabulary. The tool offers explanations of grammar rules and can suggest alternative words to help users improve their writing skills.

Freelancers and Entrepreneurs: Freelancers and entrepreneurs who write their own content for their websites, blogs, and social media platforms can also benefit from Grammarly. The tool can help them catch mistakes in their writing and improve their overall writing style, which can help them attract more clients and grow their businesses.

Challenges & Goals

The challenges and goals were to create a memorable identity and successful brand identity should be memorable and recognizable. by creating a unique and distinct visual identity and messaging, Grammarly can create a lasting impression on its users and stand out in a crowded market.

Brand Personality

Helpful

Intelligent

Professional

Accessible

Empowering

Dynamic