VIPKid is a China-based company that connects students in China who want to learn English with 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.
VIPKid hired us to develop the American brand from the ground up. We developed a completely new look, feel, tone and voice, as well as rebranded their presence with messaging, visual identity and brand personality led by a smart and clever tone. We also created new brand elements, including illustrations, photographs and color palettes. Once these brand assets were in place, we used them to guide a fully integrated go-to-market campaign consisting of TV, digital and traditional radio, out of home, digital display, digital video, social media, all media buying and all production; we also designed and built the new VIPKid teacher website.
Our goal was to create a brand that represented the energy, inspiration and joy we saw the VIPKid teachers give to their students each and every day.
Our most recent brand campaign asked people to raise their hand if they were ready for a more fulfilling job. Spoiler alert : They all did.
Photography : Micheal O’Neil / Illustration : Alaina Johnson