My Role

As the driving force behind this ambitious project, I directed every aspect of the brand's development from strategy formulation to creative execution. My responsibilities included:

• Creative and Strategic Leadership: I developed the overall strategic blueprint that guided the phased rollout, ensuring each element of the brand aligned with strategic objectives and communicated Everywhere's unique value proposition effectively.
• Hands-On Creative Direction: Actively involved in the design and production of all branding materials, ensuring that each piece resonated with the target demographic and upheld the highest standards of creative excellence.
• Team and Stakeholder Management: Led a diverse team of designers, copywriters, and multimedia specialists, while also coordinating with external partners and stakeholders to maintain project cohesion and vision.

• Phased Brand Development Strategy:
  • Phase One: Focused on establishing the foundational elements of the brand. Developed a versatile logo and color scheme that captured the essence of adventure and cultural richness. This phase laid the groundwork for a coherent visual identity that was both appealing and reflective of the organization's values.
  • Phase Two: Built upon the initial visuals with engaging copy, a dynamic website layout, and compelling multimedia content that included photography and video from actual travel expeditions, which I personally directed to ensure alignment with the brand's narrative.

Outcome

• Brand Resonance: Despite the budgetary and timeline constraints, the branding perfectly encapsulated Everywhere's mission, creating a dynamic and inclusive identity that attracted a diverse audience.
• Growth Metrics:
  • Saw a tenfold increase in enrollment conversion rates, significantly broadening participant engagement.
  • Expanded the monthly reach to 1.2 million, starting from a baseline of just 1,000.
  • Increased monthly engagement to 228,000, up from an initial 200, with minimal advertising spend.
• Sustainable Impact: Integration of the Impact Model linked Everywhere with an international charity, enhancing the brand's commitment to social responsibility and enriching the student experiences offered.