*** UDPATE TO BRIEF @ APRIL 10
1. Theme of my business: the logo for my business nicely captures the focus of my consulting (educational technology and digital transformation) and the theme (to convert complexity - dots at left - to clarity - with sharp insights, transformation, design, etc. services at right). I'd like to see the logo and these ideas mirrored in the website design, popular services, etc.
2. Target sector: my consulting is for companies serving the education sector. So, I would like learning, teaching, learning and cognitive science, education technology, digital devices, and data to feature in the visual examples and themes. Also, I cover all sectors - from K12, through higher education, to consumer and corporate education. So, it would be good to try to capture a range of those, e.g. illustrate with teachers + K12 kids, instructors + higher ed students (show a good variety of countries, cultures, nationalities - e.g. US, UK, China, Brazil), and Learning & Development teams helping employees with corporate education. In each case, educational technology and digital transformation should be the theme. So, the visuals should show tablets, mobile, interactive white boards, perhaps even AR. However, these need to be rooted into today’s market reality (where teaching is a blend of teachers + technology), rather than a distant future my clients will feel is too distant.
3. Target clients: I am targeting three distinct types of clients - a. small edtech startups (they will have a deep digital culture, but need advice on how to commercially scale, e.g. Perlego, SANA, Codon Learning), b. Large education companies (Pearson, McGraw Hill, Cengage, Wiley, etc. who have digital portfolios, but need help to be more digitally innovative, competitive, and move faster), and c. traditional education publishers (Oxford University Press, Sage Publishing, etc. who need to transform from print to digital companies). I want to balance the design, themes, and blurb to speak to each.
4. Favorite services: The “logos” “enablinginsights”, “enabling transformation”, etc., I’d like to be the “branding” for each of the services I offer. For each, I’d like to show the theme that we bring clarity from complexity - e.g. pixelated image bottom left to clarity top right. Each service also needs to be illustrated with a pertinent example from education. For example, want illustration to show or iconography to suggest:
- enablinginsights (see “beyond the hype…” white paper, and “data-driven insights” section of website listed below): we can help you derive clear insights from complex educational data. Example…
- enablingstrategy: we can help you shore up a strategy that gives clear, efficient guidance to make an org go further, faster
- enablingtransformation: we can help you evolve from an educational book publisher to an educational technology provider (e.g. graph of page views of a textbook by calendar week under “data-driven insights” section of website listed below)
- enablinggrowth: we can help you grow digital usage, satisfaction, and revenues
- enablingimpact (see “unpacking the black box” white paper, and “impact research” section of website listed below): we can help you measure the impact of your digital products on teacher and learner outcomes
- enablingdesign (see “learning design” section of website listed below): we can help you refine your digital products applying learning science so they have bigger impact on teacher and learner outcomes (see graphic of table and 5 icons representing co-design, cognitive science, measuring impact and progress, etc. at top of page of “educational results” section of website listed below)
5. How we help: to capture USP of my consultancy offering “personable” consulting (rather than the dry consulting offered by big corporate consultants), I want to centre verbiage around the client - i.e. “How we can help you” rather than “What we do”.
More visual assets:
Note these are work I did for a previous company, but are now in the public domain. Adapt these or use them as inspiration so they’re not instantly recognizable.
* See this website: https://www.macmillanlearning.com/c…ing-design
* See these white papers: http://prod-cat-files.macmillan.clo…ck_box.pdf, http://prod-cat-files.macmillan.clo…cation.pdf
*** ORIGINAL BRIEF:
I want a calm, clean, simple, and digitally sophisticated design, since my consulting firm aims to provide clear-minded and practical consulting to education companies struggling in a fast-changing, complex, and noisy digital marketplace.
Goals/what I want website to convey
- differentiate from big ‘consultants’ because…
- personal and practical: focus on practical results, proven industry knowledge (27 years), empathetic to your culture and needs
- passionate for and dedicated to education: serving and improving the education industry
- track record of success: serial market success I've achieved designing and launching edtech in multiple sectors (e.g. higher ed, K12, consumer, professional), countries (US, China, UK, Brazil), used by more than 35 million students to date
- flexible: proven experience growing early-stage edtech startups through to transforming the largest education companies, empathetic to client’s needs