"MAST"
2024
Led the comprehensive brand development for MAST, a premium STEAM education academy focused on hands-on learning and global opportunities. Transformed an initial brief into a complete brand strategy that positions MAST as a forward-thinking educational institution for ambitious families.
Strategic Development
As Brand Strategist:
-Developed the core brand positioning around "science-based development" and "hard fun" approach.
-Created comprehensive messaging framework balancing premium positioning with approachable communication.
-Established brand values emphasizing excellence, innovation, and practical skill development.
-Crafted detailed communication guidelines addressing specific parent concerns and aspirations.
-Defined the emotional tone balancing professional authority with welcoming accessibility.
Brand voice & Messaging
Developed a distinct brand voice that:
-Emphasizes long-term value and global opportunities.
-Balances premium positioning with inclusive language.
-Creates urgency while maintaining trust.
-Showcases tangible benefits through active, achievement-focused language.
Creative Direction
Working closely with a graphic designer:
-Provided creative direction for visual identity development.
-Curated reference materials aligning with brand positioning.
-Guided the development of color palettes balancing professionalism with innovation.
-Established photography guidelines focusing on hands-on learning moments.
-Oversaw creation of technical graphic elements reflecting STEAM focus.
I was able to translate complex educational offerings into clear and engaging brand narratives while directing cohesive visual solutions that reinforce the brand's premium positioning.
