Opportunity: As Nullspace expanded from robotics and coding enrichment centres into school and corporate programmes, it needed a clearer purpose to guide its growth. It also sought to create an independent certification brand that could benchmark industry standards and gain adoption among other educators.
Insights: Tangible developed and tested positioning hypotheses with students, parents and education partners. While parents and educators brought established assumptions about learning, students had significant influence over enrolment decisions, leading Nullspace to centre its positioning around their motivations. For the certification brand, stakeholders aligned around preparing learners for tomorrow’s economy.
Results: Tangible clarified Nullspace’s purpose and created the Computer Science & Robotics Certification (CSARC) brand, including its positioning, identity and certification architecture. CSARC now offers graded pathways for learners and professional certification for educators. Nullspace has enrolled more than 5,700 students, while its IDE Series attracted over 2,200 participants in 2025.
Tangible developed the name, identity and visual and verbal identity for the Certification Brand after the research was finalised. The preferred brand personality was ‘Dependable, Steady & Assured’ and hence the final name selected was: ‘Computer Science & Robotics Certification’ or the abbreviation ‘CSARC’. The brand identity leverages dependability with the shield symbol that was repurposed to convey the dynamic language computer coding. The heraldic theme was also adopted for the Visual Core Element system and adapted for relevance to the robotics and coding sector. The Messaging House for the brand translated the three Core Values of: ‘Creativity’, ‘Determination’ & ‘Excellence’ for key target audiences. A full suite of communications materials was then developed together with the website and full set of guidelines to ensure the consistent delivery of the brand.
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Tangible Pte Ltd.
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Singapore 188584
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