Why ‘Ascend’? The Vision And Naming Story Behind Reading Horizons’ New Structured Literacy Platform

By Kristi Knight, Chief Marketing Officer, Reading Horizons

When you’ve spent your career in marketing, you learn quickly that a name is never “just a name.” It carries weight, intention, and story. A great name doesn’t simply describe—it inspires. It signals what’s possible. It paints a picture of the future.

That’s why, when we set out to name our new comprehensive literacy platform, we knew we needed more than a label. We needed a name that captured both our 40-year legacy and our vision for the future.

When we began the process of naming our new comprehensive literacy platform, we asked ourselves three essential questions:

1. What do we want to communicate?
2. What will resonate with our audience of educators and district leaders?
3. What will stand the test of time as our mission continues to grow?

From Naming Exercise to Naming Story

The process was more than creative brainstorming. We used branding best practices to filter every idea through criteria such as:

• Clarity: Does the name immediately communicate aspiration and possibility?
• Relevance: Does it connect with educators who want tools that feel both practical and inspiring?
• Endurance: Will it still feel right five, ten, or twenty years from now as education and technology evolve?
• Distinctiveness: Does it stand apart in a crowded literacy market where many names sound alike?

Through this lens, one word kept rising to the top: Ascend.

A Name That Reflects Possibility

The word Ascend conveys upward movement. It reflects what we believe is possible for every student, every teacher, and every school: growth, progress, and new heights of achievement. Literacy is the foundation of opportunity, and when instruction is rooted in what works, students don’t just progress—they rise. Teachers don’t just manage lessons—they lead with confidence. And schools don’t just implement programs—they elevate outcomes for their communities.

Building on a 40-Year Legacy

Reading Horizons’ story has always been one of evolution. We began as a software company, inspired by the work of Charlotte Lockhart, whose method unlocked literacy for so many. Over time, we expanded into a reading company, known for helping students build the foundations of literacy through structured instruction.

Now, with Ascend, we’re stepping into our next chapter: full comprehensive literacy built on the foundation of what we know works. This is about foundational skills, comprehension, oral language, vocabulary, and writing—skills that help students thrive in every subject and in life.

More Than a Name

For me, the name Ascend represents more than a new product—it represents a belief. A belief that every student can rise when given the right support. A belief that teachers deserve tools that empower, not overwhelm. And a belief that Reading Horizons, building on 40 years of impact, is uniquely positioned to lead this next era of literacy.

This is the next step in our journey to eradicate illiteracy. And with Ascend, we’re taking that mission higher.

To learn more read the Why Ascend, Why Now blog by Tyson Smith, CEO Reading Horizons