Tutor.com sought to humanize its brand, speeding the sell cycle in key markets and fulfilling corporate objectives. MassGrass worked with Tutor to establish a theme based on its tagline, "Learn Better." An intentional decision was made to leverage a rawer, documentary feel combined with a subtle yet evident level of production value would create the authentic emotional connection and engagement to ensure both goals were seized. Tutor.com was acquired by InterActiveCorp (IAC) in January 2013.