cat e g o R Y · B R A N D I N g + I N T E R A CT I v E
pa R t N e R · K E N N ET H A S A R E
t Y p e fac e S · E A M E S + M uS E O S A N S
objectMATTER
E D uA B r O A D OVErVIEW
EduAbroad is an education consulting firm that helps young students from Asia get an education in the United States. As a startup, the company has struggled to compete with larger firms due to their lackluster branding and website. A branding overhaul along with a new website, brochure and marketing materials was needed to help the company grow. PrOBlEm
Although Asia is known for their commitment to education, parents are often apprehensive about sending their kids overseas, in the hands of strangers. For this reason, it is essential that branding and design convey strong credibility and professionalism. The primary target audience of upper middle to high income parents requires a visual language that is inspirational and emphasizes safety. Designs aimed at the secondary market of kids aged 8–15 should be dynamic and fun. Branded materials need to be sympathetic to an intimidating journey and incorporate styling cues offering warm remembrances of home. sOluTION
EduAbroad’s new branding is photo and typography-driven with a blend Eames Century Modern and a clean sans-serif typography for body copy that communicates across languages with inspired professionalism. The new website uses inspirational full-screen images along with interactive content that helps clarify the scheduling and itinerary of the EduAbroad programs. A marketing video was created that traces the journey of young students embarking on a short trip to the United States. It offers parents a clear understanding of the program while emphasizing the quality of the learning experience. A package of branded applications was created to facilitate safe and efficient field trips. The designs showcase the ability of the EduAbroad brand to appeal towards kids through the use of bright colors and playful typography. Print material uses photography with an overlay of bright colors to inject energy.
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