Ello

Ello is the world's most advanced AI reading and math teacher for children aged 4–9, built by a team of former educators, clinical child psychologists, and Stanford researchers. Unlike edtech that plays content at kids, Ello actually teaches: it listens to a child in real time, understands where they are, and makes teaching decisions in the moment — slowing down when they're stuck, pushing when they're ready. A Public Benefit company with a mission to eradicate childhood illiteracy, Ello is built on their pioneering AI speech recognition designed for children's voices — technology that hears, understands, and responds to how a child actually reads — paired with a Science of Reading–based library, child-specific safety filters, and progress reporting that keeps parents inside the loop.

Ello 2.0 is the company's biggest step yet: an evolution from an AI reading coach into a complete, personalised teacher — introducing a new expanded cast of characters (Sunny, Sparkle, Loki, Luna & Bolt), adding an interactive math curriculum, create-your-own books that turn a child's obsessions into original stories, and a daily plan that adapts to each child's interests, skills, and growth areas. This new and bigger promise needed a brand and digital presence to match.

New Genre partnered with Ello to bring 2.0 to life. With care, we evolved the much-loved Ello brand — warm enough to belong to a child, credible enough to earn a parent's trust. We introduced a new brand font, Wallop, tailoring it in collaboration with Science of Reading specialists for young readers' legibility, and built a new system around it: interactive illustrative stickers, character-inspired colour palette, bubbly UI, and guidelines that hold Ello's personality together everywhere it shows up.

The centrepiece is the new ello.com, designed and developed by New Genre in React and Sanity. It opens with a directed hero film blending real footage with animated characters — a glimpse of what using Ello feels like — and is built to be played with as much as read: a love wall of parent (and children!) reviews, science breakthroughs as interactive books, a team page of childhood photos, and a dozen easter eggs waiting to be discovered.

The result is a brand that carries Ello's belief that every child deserves an unfair advantage — and a home on the web as alive as the teaching inside the app.