Branding & Social Media

Achieve Idiomas

Creative direction and visual identity

My role: Creative Director
Year: 2022

Context

A language school focused on English and other languages, competing for students with large digital platforms that spend far more on marketing than a local school can.

Client

Achieve Idiomas

Year

2022

Problem

Without a consistent visual identity, enrollment campaigns got lost in saturated feeds. Each campaign looked like it came from a different school: not enough recall to convert people who were still comparing options.

Process

I defined the brand's visual territory around aspiration and results: students don't buy a language, they buy what the language will open up for them. The visual language was built around that: people on the move, international settings, achievement.

I created a system of pieces for different campaign contexts (enrollment, educational content, holidays) with controlled variations the in-house team could replicate without needing creative approval for every post.

Pieces

A sample of the system applied to different campaign contexts: educational content, enrollment, exchange programs and holidays.

Educational content: how to learn English with music

Enrollment campaign: attendance confirmed

Exchange: the most widely spoken language in the world

Enrollment: online and in-person classes

Solution

A defined visual identity and a scalable communication system for enrollment campaigns, social media and exchange program communication. Templates the in-house team can replicate.

campaigns developed

Independent

team replicating without an agency

↑

Enrollments converted by the campaigns

Visual System

The system was designed so the school's in-house team could execute it without needing creative approval. That meant creating a "when to use what" guide: purple for institutional, pink for immediate action, yellow for celebration. Each color with a clear role.

Palette

Aspiration Purple

#5B21B6

Primary color: knowledge, international aspiration, modernity

Active Pink

#DB2777

Energy, conversion, high-urgency enrollment campaigns

Achievement Yellow

#FCD34D

Positivity, celebration, exchange and achievement badges

Dark

#111827

Background for featured sections and strong hierarchy

Light Gray

#F3F4F6

Default background, breathing room and educational posts

White

#FFFFFF

Cleanliness and contrast in vibrant compositions

Typography

Poppins

600 / 700 / 800

Campaign headlines: modern, friendly, aspirational. Typically used for enrollment headlines

Inter

400 / 500

Body text, course information and educational content

Takeaways

Smaller schools don't win through volume of communication, they win through consistency. An identity the team itself applies correctly is worth more than brilliant one-off campaigns that can't be sustained day to day.

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