DELIVER THE UNCOMMON ADVANTAGE

Company
Kaplan Test Prep
Project
Brand book
Audience
Internal
Contribution
Branding, copy direction, copywriting, concepting
Team
Creative director, copy team, design team, external agency
My work at Kaplan Test Prep involved a number of brand refreshes, in which I and my creative director led the effort to train the company internally on the voice and visuals of our brand — and the way it evolved to stay ahead of trends and differentiate itself in the test prep market.

I created a number of internal resources for various teams and departments, including an online brand book and audience profiles that were used for onboarding for our creatives. While these resources were used for basic training and support, all creative requests came through our brand / creative team.

Ad lines workshopping rebrand

 


 

 


 

Email templates

 


 

Online brand book — internal for employees

 


 

 


 

Audience profiles — for internal and onboarding

Created for top 10 different audiences

 


 

Earlier directions