Intention Education
During the pandemic, educator Alex Atkin founded Intention Education. With schools closed, she leveraged her connections to match qualified university students with families in need of virtual schooling, turning her experience into a business.
Industry: Education
Role: Website development, branding, marketing
I created a strong brand identity and implemented strategies that advance the company's messaging, values, and brand awareness. The identity evokes the look and feel of youth-oriented academia, consistently implemented across multiple platforms, including the web, social media, and print advertising.
The brand identity
I created a distinctive visual identity to represent how we wanted IE to appear to its audience - to be approachable and colloquial while maintaining a formal commitment to learning. I designed a minimalistic logo that could be easily used in all of IE's marketing materials.
I chose green as the primary color because of its strong association with education, and I added complementary bright colors to create a fun and positive energy. I selected the Merriweather font because it is both traditional and casual and easy to read on screen. The combination of serif and sans-serif versions adds visual contrast.
The website
I designed and developed a single-page website using Bootstrap that features parallax scrolling, an automated carousel, a scroll-to-top button, and a JavaScript contact form with reCAPTCHA validation.
Print postcard
After finishing the site in a few days, I concentrated on creating print and digital materials to support IE in growing its business. The distribution was primarily grassroots, with flyers and postcards like this one being handed out in person or posted on school walls.
Half-page ad
IE placed advertisements in New York's Big Apple Parent magazine. The client provided a photo of one of the published ads.
