The EF Standard English Test allows users to certify their English language skills online for free.
Badges were designed inspired by banknotes and certificates.
The semiotics of value were used to create an award which felt unique and prestigious. Various designs were created to incentivise and reward users who progressed through the levels and gained language proficiency.
The badges were so sought after and shared that they became the marketing campaign.
Users were encouraged to display their scores on Linked In which clicked through to promotional landing pages prompting viewers to attain their own score.