Cengage aligning many different K12 brands into one brand and want to create a inspirational story for the kickoff of the brand.
Client
Cengage School
Focus
Visual storytelling for a new K12 educational brand
Scope
Ideation, Art Direction, Video Editing, Content Design
THE CHALLENGE
Combining multiple brands in K12 education in a new name and establish it connection to the K12 market. Focusing on the emotion and relation of K12 education in the US. We needed to come up with a fresh perspective but still relatable to the market.
THE APPROACH
I focused on building a visual direction that balanced K12 market, multiple brands, and relatable story—highlighting the product while still telling a story.
Key decisions:
- Use of found footage to tell the exact story
- Building a story that relates and inspires
- Focused on expression, emotion, and pacing
- Touch on each brand but not being obvious
THE SOLUTION
The final output was a relatable story to everyone with firsts that a person experiences in life and in education.
What was created:
- Dynamic emotional story of the Cengage School brand
- Product supported but connected to that audience
THE IMPACT
We received
- Generated 10k clicks and expanded B2B customers for Cengage School
- Increased traffic to the website by 10%
