Confidence & Freedom

EF teaches English to adults all over the world. Creation of a brand guide from the ground up.

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Insight

Adults learn English to upgrade their lives.

They do it to travel independently, meet new people and pursue international careers. EF teaches people English, but their customers leave with the feeling of confidence and freedom.

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Concept

Show real people realising their dreams and living an aspirational lifestyle.

Photographic art direction involved golden hour photography, an aspirational cast and authentic styling to create a graphic language informed by youth and travel culture. The emotive angle was continued through the messaging and typographic treatments on all collateral.

Result

The new site increased sales by more than 30%.