VIF International Education
branding, visual design
The VIF International Education brand (2012–2016) needed to communicate with an all-encompassing audience about the enrichment that global education can provide. It needed to communicate professionally to district purchasing authority to support sales of whole-school programming, while also providing joy and whimsy within classroom materials and teacher training modules. Finally, this brand also needed to convey both credibility and adventure to international teachers who are being recruited to share their authentic experiences in US classrooms.
As part of this brand work, there was initial creative, application across multi channels and visual design within the brand aligned with specific marketing campaigns. There are captioned samples below.
To build out the visual assets of the brand, I worked with a team of writers to develop a brand story and attributes that would lend itself to visual themes and typography, which I explored in moodboards
The “Write your story” campaign was built to attract an international educator audience to the adventurous nature of leaving a home country for a 5-year stay. We wanted to be mindful that our international teachers are experienced professionals — and that their story existed before VIF and would continue, enriched, post-VIF experience.
As we approached the visual treatment, a lot of the themes that emerged from moodboard samples were emphasizing a personal, handwritten feel. We knew that we wanted to amplify teacher’s own photos, voices and stories, so we wanted any other photography or illustrations to serve more as background or texture than center stage. We chose clear, simple icons to communicate clearly with our global audience, and certain type choices were made knowing that ads would be used from media such as Facebook, to black and white Costa Rican newspapers.