# Rachel’s English: Rebranding an American English teacher on YouTube

> Rachel Smith teaches American English pronunciation on YouTube and in her online Academy. In 2023 we overhauled her brand and designed both of her websites.

- URL: https://cultmethod.com/work/rachels-english/
- Type: Case study by Cultmethod
- Sector: Language education
- Scope: Positioning, messaging, identity, templates, website design
- Engagement: Three-week brand sprint and two weeks of web design, 2023

> “I’m really happy with the look, and the site is performing well. Love your attention to detail.”
>
> — Rachel Smith, Founder, Rachel’s English

## The brief

Rachel teaches American English pronunciation on YouTube and sells memberships to her online Academy. In the strategy workshops, we set out to keep her appeal as a creator and give the brand the standing of a learning platform.

## What we made

Positioning and messaging, the logo and icon mark, brand guidelines, an eBook cover, business cards, and templates for social posts, videos, and YouTube thumbnails. We then designed the Rachel’s English and Academy websites for desktop and mobile.

## Since then

Another developer built the new rachelsenglish.com from our designs, and it went live in 2024. Rachel’s team still frames its YouTube thumbnails in the green border the guidelines call for.

## What the work includes

- Home page: Rachel's English home page on dark green with a cut-out portrait of Rachel beside a column of green lines, and the headline "Speak confidently." above Free course and Learn faster buttons
- Logo: Rachel's English logo, a serif letterform in a circle beside the wordmark, in white on dark green
- Icon mark: Rachel's English icon mark, a serif letterform in a circle, in dark green on bright green
- Instagram carousel: Instagram carousel on light blue: a cover slide reading "3 words Americans pronounce WRONG" with Rachel pointing, then slides for "echelon" and "pathos" with their phonetic spellings
- Student reviews: Three Academy student reviews on white cards over dark green, one reading "Now I can watch English movies without subtitles after 4 months in the Academy."
- eBook cover: Cover of the "American English Pronunciation eBook" with a portrait of Rachel over a pale blue sound wave, on bright green
- YouTube thumbnails: Grid of 12 Rachel's English YouTube thumbnails, each framed in bright green, including "ENGLISH IN ENGLAND," "AMERICAN SOUNDS," and "Could you REPEAT that?"
- Mobile pages: Two mobile pages of the Rachel's English site: the home page reading "Speak confidently." and a stats section above the heading "Imagine finally speaking English with confidence..."
- Podcast cover: Podcast cover on dark green reading "Learn English with Rachel" above a microphone icon, with Rachel smiling and holding out her hand
- Video layout: Video still of Rachel talking to the camera in a car, with a white lower-third banner reading "Spring Sale," "Get your first month for only $5," and "Sale ends Sunday"
- LinkedIn post: LinkedIn post from Rachel's English reading "How to improve your English abilities with podcasts" beside a portrait of Rachel, on bright green
- New-video post: Post on light blue announcing a new video, "10 min English lesson," with Rachel smiling and gesturing toward the title
- Pricing: Academy pricing section on dark green with the headline "Get Instant Access to start speaking with confidence" and two plans, $37 per month and $355 per year