Navigating
Shifting
Sands
design challenges
“In this case the design problem was fairly obvious from the get go. Finding a creative way to solve it was another matter entirely.”
The Client
Emerging markets like India, China and Eastern Europe offer excellent opportunities for established brands looking to expand their customer base and appeal to larger audiences.
This is where REBC entered the picture.
With more than 14 years of experience operating & thriving in these markets, they were ideally positioned to assist companies looking to expand there.
The Brief
We had just successfully delivered a complete Website and CMS for the group’s study abroad division, REBC.Study
Delighted with the results, the client gave us an open brief for this project. Their only two must-haves were, original content that spoke directly to their target audience and uniquely distinctive visuals.
Services Provided
Digital
- ART DIRECTION
- CONTENT WRITING
- Custom AnimationS
- FRONT-END DESIGN & Dev.
- AWS CLOUD HOSTING setup
ONLINE MARKETING
- EMAIL NEWSLETTER CAMPAIGN
- INSTAGRAM MARKETING CAMPAIGN
THE DESIGN challengE:
distill complexity
Each project comes with its own set of challenges. In some cases it takes a bit of doing before these become apparent.
In this case however, the design problem was fairly obvious from the get go. Finding a way to solve it was another matter entirely.
“Distill complex concepts into succinct statements without losing any of the nuance.
And while you’re at it, ensure the visuals are alluring enough to pull in target audiences.”
studying the
subject matter
As always, we began by studying the brand and industry, really drilling down to discover the gap that REBC filled for its clients.
Why did established companies from developed economies consistently struggle and fail to penetrate emerging markets?
The answers we uncovered helped provide valuable insights into REBC and its position within the industry.
They helped us understand how the brand created value for their clients in a seemingly chaotic, often turbulent business landscape.
Our findings
Missed Investment Opportunities & The Trouble With Composite Indices.
Globalisation Strategies should look past composite index based analyses and country rankings.
For e.g. in 2003, Brazil, India, China & Russia appeared identical as per six major indices but were in reality, completely different markets.
Compared to $1.6 Trillion & $514 Billion in the UK & Canada, US Corporations only invested $173 Billion in India, China, Russia and Brazil combined.
That’s only 2.5% of a total $6.9 Trillion in investments American companies held by the end of 2002.
INSPIRATION
& solution
Our initial research provided us with crucial insights helping us formulate content that would actually resonate with REBC’s target audience.
Our initial research provided us with crucial insights helping us formulate content that would actually resonate with REBC’s target audience.
Once we had our first draft, we worked with the client, re-drafting the language to not only convey our ideas but also the mood & personality of the brand.
Finally, we developed matching animations crucial to help illustrate our ideas visually for that all important ‘aha’ moment.
Project Outcome
The client loved the finished results but more mportantly, their visitor numbers went through the roof with over 3,000 visitors in their first month of launching the site.
The site also won several design awards which brought in additional global traffic generating significant interest in the REBC brand.
The client subsequently had us create their instagram & email newsletter campaigns for their online marketing push to further raise brand awareness and introduce new audiences to REBC.
Awards won
- AWWWARDS - H.M.
- CSSDA - Sp. KUDOS
- CSSDA - UI
- CSSDA - UX
Real World Results
With 500+ visitors from day one of site launch, the number of page views easily crossed 3,650 by the end of the first month.
close to 80% of the visitors were from outside india. This was exactly the geographical audiences rebc wanted to connect with.
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