The Idea
At Speak Up London, we are here to help our students find confidence in their English speaking ability, allowing them to find their voice in a new language. We wanted to showcase some of our students who have progressed throughout their time at the school, going from someone with less confidence, to someone that shines whilst speaking English.
The Execution
We interviewed our students, having them introduce themselves in their native language and then go on to show off their English skills by answering some questions such as "What are you most proud of?"
Learnings
Without a strong coherant message displayed throughout and an actionable CTA the campaign didn't achieve a great performance online. The idea behind it had potential but fell short without a stronger, more powerful message that tied into the industry. Our posters were displayed outside of the school, and without the impactful CTA it became lost on the busiest street in London.
The campaign also provided further evidence of the need to create bespoke content for each social media platform, rather than repurposing the main video.
See below some of the design process for the accompanying posters
The initial mock-up
Feedback to amend the main title copy back to the original idea from the team. Reduce the copy as it felt too busy. The graphics and colours felt too off-brand.
Draft 1
Using main brand colours only, became dull and uninviting. Our identity as an English school became lost.
Draft 2
I created graphics to add more colour, vibrance and movement into the posters, but we still lacked a sense of identity when it came to being an English school. It almost felt like too much movement, disjoining the visuals and the copy - the visuals gave the impression of music and dancing.
Finals
We settled for using very clear graphics of speech bubbles to represent dialogue. There was a brainstorm on bringing more of our English school identity, to which the team settled on including the words 'English School' rather than including copy that showcases our product and what we offer. Final feedback after the launch of the campaign highlighted the loss of identity.
Comments
Overall, the messaging and identity throughout the campaign became lost in translation. Whilst I am very proud of the visual look of the campaign, I think it's also important to also display trials and errors, showing off the process and learning as a creative.