Thinktown English Website
When I joined, Thinktown didn't have a marketing team in the U.S. and the majority of marketing content were made in Chinese. The only English website was filled with outdated information and visuals that didn't reflect the brand image. To expand our overseas market and increase brand awareness, a redesign was imminent.
Content Strategy
My first task was to choose what information to present and prioritize. After a whole year in the company, I gained a thorough understanding of our core strengths. Combing through years of data and product manuals, I put together a mind map outlining the structure of the site. Shown on the right is an early-stage version of the structure - it has since been revised and polished.
The old site presented information in a clustered way that only distracted the users. Different kinds of services were crammed onto the same page, making it hard to navigate. I simplified the page contents to make the messages clearer and more concise. I also rewrote all the copy on the site to reflect the company's latest changes.
Copywriting & Design
The copy on the old site was mainly translated directly from Chinese, failing to reflect the cultural nuances between the two languages. Drawing inspiration from the company's positioning and the CEO's vision for a high-end, personalized education brand, I came up with the tagline:"Strategic partner of education for each family". It was officially adapted and cited by company leadership in many occasions.
Thinktown promotes the development of four core areas in our educational philosophy: Value, Imagination, Knowledge and Identity. How to integrate these broad ideas with college admission, our clients' primary need, became my next challenge. After surveying consultants and past students, based on hundreds of real cases, I distilled these ideas into four short paragraphs:
