Huntington Learning Center
While Huntington’s academic results were overwhelmingly positive, their brand often used negative, failure-chain messaging to incite frustrated parents to call. Important points, like Huntington’s progressive methods and astounding results, got lost in the details, while canned, copy-heavy messaging weighed down communications.
CD: Jen Jones /AD: Davor Serbic /Senior Interactive Designer: Kristina Bourlotos /Copywriter: Kate Manegold
Our work resulted in a complete transformation of the Huntington Learning Center brand—including television, radio, print, direct mail, and the newly launched huntingtonhelps.com—ensuring relevant content and credible information cross-channel.
A new voice.
Clean, modern, and playful, the new brand features simplified messaging with a deeply emotional connection, relying on authentic human emotions to create relevancy. But don’t let the lighthearted exterior fool you— this brand is laser-focused on results, with every message tailored to the right audience on the right channels.
While the refreshed brand continues to market Huntington as community-focused, results-driven educational experts, it leaves behind the fear-based messaging of the past and instead promotes feelings of confidence and achievement.
The brackets.
The brackets are our visual means of showing all the ways Huntington helps students learn, driving home that learning means something different for everyone. And, they’re how we graphically set Huntington apart in the competitive market, creating a modern, easily recognizable brand perfectly poised to last, adapt, and evolve.
The process.
To convert our audience, we first had to relate them. We needed to consider where they were in their purchase and consideration lifecycle and provide them relevant, useful content that reflected their experience. Based on significant research—market analysis, key stakeholder interviews, and a 2-day vision workshop—we developed an experience tailored to moms’ busy lifestyles and their struggles to find relevant and credible resources to help their kids. Relevant content is delivered during every step of user interaction with courses and tutoring options categorized for students during different stages of their education. By implementing strategically placed calls of action throughout the site, users are inspired to initiate change and can easily take the first step towards better education.
