give ‘em the VIP treatment

VIPKid is a China-based company that connects young students in China with English teachers in America via an online learning portal. Although well-known in China, awareness of the brand was very low in the United States and advertising efforts were minimal, causing a pretty drastic need for teachers.

I helped in developing a fresh look and feel that embodies the fun, exciting classroom experience, while also maintaining a sophistication that appeals to an American adult audience. We created a system of brand elements, including bespoke illustrations, photography and patterns that can be used individually or combined to create vibrant and dynamic compositions. I also played a key role in organizing and managing a 4-day photo and video shoot using real VIPKid teachers. After fleshing out all components of the brand, we created an integrated campaign consisting of TV, outdoor, digital display, digital video, social media and also designed and built the new VIPKid teacher website.