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British Council
Project:
Where will English Take you Digital campaign toolkit
British Council wanted to reach out and motivate an adult audience of aspiring English speakers, to start their learning journey. They wanted a digital campaign toolkit that could be picked up by their internal sales teams and rolled out globally across multiple markets.
I was tasked with creating the campaign style, asset templates and a set of easy-to-follow guidelines.
Where will English take you?
THE CHALLENGE:
Motivation for people who want to learn English can be hard to maintain, and being such a well astablished brand in the language learning market, British Council were looking to shift perceptions by creating a campaign that could clearly define their product offerings in a friendly, approachable way.
SOLUTION:
Rather than focusing on the end-destination that can often seem daunting when starting a language learning journey, there was an opportunity to recognise the individuals little wins along their journey.
We created a tiled mosaic of customer imagery that would focus on heroing the customer, coupled with bright, contrasting colour palettes to give the campaign a personal yet energetic, fresh and friendly feel.
SEE Stage
THINK Stage
DO Stage
SEE Stage
1/3
The campaign toolkit
Here's a snapshot of the 90+ digital asset toolkit that was created.
Campaign guidelines
To finish off the project, I created a guidelines document outlining the campaign concept, style and best practice, so that the British Council Sales teams could pick these assets up and run with them.
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