risr/ technology to enable every ambition

Fry-IT, one of the world’s leading e-assessment and lifelong learning businesses, had grown hugely during the pandemic. While the business was performing strongly, the board felt that the brand was failing to keep pace and not truly reflecting the quality of the products, services and people it was supposed to represent.

Good Eggs begun with a full immersion into the brand, its audiences and the category – understanding the strategic foundations on which the brand needed to be built. This led to the development of a new brand name and brand positioning that were rooted in the single most important role the business plays for educators – as enablers. 

We also reworked their brand architecture so that both strategically and visually they are always building equity into risr/ as the masterbrand, while still having three distinct product offerings.

Drawing from the world of technology, and specifically coding, we began creating a brand that brought the name and proposition to life. Everything from the choice of fonts, the ‘/‘ in the brand name, the use of a UX-style colour palette, it all spoke to a brand enabled through technology.


We developed a full brand guideline for use by the global risr/ team; including everything from logo, colourways and typography through to photography, iconography, tone of voice, campaign creation, social media and motion graphics.

The first and most important application of the brand was to revamp their website, which was swiftly followed by reimagining their event presence and sales collateral.

The brand is now live across six international markets and was launched at the recent Association for Learning Technology annual conference.

“After spending 20-plus years building a company from the ground up, inviting an outside agency in for a complete rebrand is daunting, to say the least. The Good Eggs team expertly guided us through the process and went above and beyond at every stage. Their down-to-earth and collaborative approach instantly put us at ease, and we knew we were in safe hands. Thank you Rob, Toby and James, for your passion, your creativity and for the brand you produced that will see us through the next 20 years (at least!)”.
Zahid Malik
CEO and Founder