askLea
Talent Srl
Osimo (AN)
2024
askLea is a project by Talent Srl, founded in 2015 as a socially driven tech start-up born from the idea of four young entrepreneurs from the Marche region, passionate about education.
askLea is a personal study assistant that, through AI, supports a stimulating learning process without cutting corners. It is a platform designed to help students explore new worlds and build knowledge.
A platform that addresses both students and teachers in a personalised, inclusive, safe and ethical way.
Communication Pillars
The communication pillars are the three macro-categories of topics most commonly used within the reference sector. The communication grammar can be codified into shared denominators. Using communication pillars allows us to assess how the various competitors of the askLea platform position themselves and operate in the market.
Company
This pillar describes the company starting from its mission and vision. It therefore communicates the values that guide askLea: ethics, safety, learning by doing, co-creation, personalisation, accessibility, inclusion, availability, to name a few. This area also includes topics related to collaborations with partners and institutions which reinforce its authority, as well as any certifications.
Solutions
This pillar, dedicated to services offered, aims to guide teachers and students and help them understand what askLea can do for them. It explores its overall features and seeks to communicate the variety of “packages” available for purchase.
Lifestyle
This pillar is dedicated to in-depth content that presents the product within different contexts, allowing its vision and potential fields of application to emerge. The perspective is also inspirational and deepens the narrative around the resolution of specific teaching and learning challenges through a new way of using AI. The approach, the technologies employed and the processes that lead to the implementation of services and products: everything that goes beyond the mere description of askLea and defines the imaginary of its reference context.
Brand genesis:
dialogue
The project started from the search for a primary, elementary sign connected to dialogue and the exchange of messages, flexible and versatile in nature.
askLea is not a “quick-fix” service. The two poles — Ask (the user) and Lea (the service) — establish a dialogue. From this interaction, an “A” pictogram emerges, giving life to the brand. Lea’s pictogram takes on a dynamic character and a humanised behaviour: it can float, express emotions and establish an empathetic relationship with the user.
Content Strategy
Starting from the communication pillars and the brand identity, we've developed a narrative for askLea based on a set of editorial guidelines that act as a connective tissue for the overarching story.
A carefully balanced mix of elements, blended together to convey the essence of the brand.
Exploration of features, products and services designed for teachers and students.
In-depth content related not only to the world of AI, but also to education and learning.
The company’s mission and vision: this is where the values that guide askLea are expressed.
Stories of the professionals who are part of askLea, as well as external experts and collaborations.
Informational content, participation in industry events or training initiatives.
Tone of voice
askLea communicates in a clear and concrete way, offering practical support for studying with empathy and curiosity. The narrative is immediate and engaging, able to spark interest without drifting into abstract or overly dreamy tones. askLea’s language remains friendly and accessible, because dialogue with students and teachers lies at the heart of its identity. Professional yet never distant, it positions itself as an ally in learning, capable of empathising with its users and accompanying them through a collaborative approach.
Fresh and dynamic, askLea addresses complex topics with a light and engaging style, without feeling cold or didactic.
The register is clear and easy to understand, yet never superficial, as it adapts the level of depth according to the context. It believes in open and inclusive education, where technology is not a shortcut, but a tool for learning in a more effective and stimulating way. The relationship with the user is direct and personal: askLea addresses its audience using the informal “you”, creating an immediate bond whilst working on the concepts of fostering a relationship and listening.
It is not just a virtual assistant, but a reliable point of reference, capable of simplifying complexity with freshness and professionalism.
Identity and applications
The visual system is articulated across multiple formats, adapting coherently to every platform and context of use. In the digital sphere, the brand expresses itself through a clear and intuitive visual interface, applied to web pages and social media. askLea is not limited to the digital realm, but also finds space within school environments through events, printed materials and customised gadgets, strengthening the bond with its audience. A key element of the visual strategy is Lea’s ability to “come to life” within messaging environments. The creation of personalised chat stickers represents a direct bridge to Gen Z, who use these communication tools on a daily basis.
askLea’s identity communicates seamlessly across multiple levels. It's engaging as it fosters authentic connections with students, teachers and parents; positioning it as a trusted point of reference in the learning community, and beyond.
