HIGHER EDUCATION

Shaping Lives Through Education

Overview

Higher Education launched two online education brands built to connect students with the right schools and online educational resources of their choice. Along with a team of creative director, copywriter, graphic designer and UX designer I helped develop the building blocks for one of its brands–The Best Schools. 

Early on, one of the challenges with this project was to help differentiate the holding company’s sub brands in a way that all the sub brands have enough brand equity to stand as distinct valuable entities. To solve this, we developed a brand framework that inspired strategic differentiation, while considering each sub brand’s business objectives. This laid the foundation for The Best School’s visual and verbal brand expressions.

I conducted primary research and identified insights leading to the strategic groundwork including developing a clear understanding of audience behavior and motivations.

Additionally, we articulated the brand’s mission, promise, characteristics and values to strengthen internal culture and to define a clear positioning in the crowded online education space.

Insight and positioning

Even the most dedicated students can sometimes get stifled and overwhelmed in their online search for educational courses, because of the choice overload. By understanding students' pain points at every step in their online search journey, The Best Schools positioned itself as an “academic advisor” offering timely counsel and expert advice to help students define a focused future.