ETS
Names That Welcome, Not Overwhelm
The Need
Educational Testing Services (ETS) recognized that traditional acronym-based names (e.g., SAT, GRE) often evoked stress and felt impersonal or intimidating. As ETS developed new assessments, they needed a naming approach that was engaging, intuitive, and approachable. The names had to resonate with prospective students while remaining practical for institutions administering the assessments.
The Name
NameStormers worked with ETS to create a naming architecture that prioritized clarity and relatability. The following names emerged:
- iSkills: Measuring critical thinking in a digital context.
- ReadyEdge: A tool combining assessment and learning for community college students.
- Proficiency Profile: Evaluation key skills like critical thinking, reading, writing and math.
- Personal Potential Index: Quantifying a student’s potential for academic and professional success.
The Result
The new naming architecture provided ETS with engaging, student-focused names that demystified the assessment process. The approachable and intuitive names appealed to students and administrators alike, reinforcing ETS’s reputation for innovation and accessibility in education.
Want to know more about a Naming System?
If you are swimming in a sea of names that have evolved independently over time, you may have customer and internal confusion. Here’s how names can be connected.
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