Nigel Huddelston is a Learning Consultant, a Science teacher, a workshop leader and therapist/coach. Nigel approached me in early 2013 to help him work on his marketing strategy, branding and communications for his venture ‘Synthesis Learning’, This lead to the design of a logo and a complete visual identity for his brand, together with poster templates for his group workshops. The work also lead onto a rebrand and adaption of his existing WordPress website in order to support a new social media and communications strategy, targeted at Mother’s and their teenagers, but also at schools and local authorities.
Nigel’s current site was rich with written content but short of images or graphics that would reflect his target audience. Until a photo shoot could be arranged, stock images were carefully sourced to compliment the new visual identity, whilst also representing some of the situations that Nigel could support with.
Some preliminary work was also carried out to the copy in order to condense it and adapt any pages that appeared too text heavy or academic. Bullet points, tabs, subtitles and headers were also used to aid page navigation and to help signpost the user through the site.
A few of Nigel’s essays were adapted to create a new formula for some ‘agony aunt’ style blog posts with summary conclusions and top tips. Text was extracted from the post to create a colourful quotation that would both add visual interest to the page to help direct the user to relevant information:
Thanks to an email subscription on the site, new posts would automatically be delivered direct to subscribers and would also be shared on his new Facebook page alongside stories that Nigel would create that would be partly inspired by real clients (anonymous). This formed part of a suggested initial inbound marketing strategy that would provide sharable tools and build an online community interested in teenage mental health and exam pressures. Other original content would include custom quirky cartoons, together with photos and thoughts for the day from Nigel. Nigel was also encouraged to find and follow pages that might provide sharable content that would be beneficial to his followers, plus a series of online activities to help expose his brand to his target audience.
In addition to social networks, it was recommended that offline networking could also be used to build connections and trust in the brand. A free monthly coffee shop meet-up for parents could provide those curious about Nigel’s work the opportunity to informally meet Nigel and other parents, and could provide him with inspiration for further blog posts and workshops.
View the live website here: www.synthesislearning.com
> Related project
aimée creative also designed the logo/ visual identity, workshop posters and business cards for Synthesis Learning. Read more…