Pearl Academy: Frontlining creative education with a new-age digital identity

For a design institution with a 25-year legacy, the leadership envisioned to set a standard for creative education by repositioning its identity from being perceived as a fashion institute to a pioneering design college. Think Design partnered to create a world-class digital presence of Pearl Academy to enhance the brand perception and give a unique experience for each user in a seamless way.

Industry

Education & Learning

Platform

Responsive website

Services

UI UX Design

The Challenge

The need of the hour was to revamp its website along the lines of a communication strategy which positioned the brand as a global institute of repute and establishes design as a path of mainstream future education and careers, to attract parents and students as serious takers of design education. The emphasis was to get across the idea of a world-class creative education that lead to promising futuristic opportunities, assuring stakeholders of its relevance and importance in the 21st century.

The project was initiated to set a standard for creative education by repositioning Pearl’s identity from being perceived as a fashion institute to a pioneering design college, bringing to fore the brand’s key values into reality, as a disruptive, creative, intellectual and futuristic educational leader.

 

Our Methodology

To align and bring to the fore the brand’s key values into reality, a strong visual creative identity of the academy was worked upon to position the brand as disruptive, creative, intellectual and futuristic.

The direction for the design was taken ahead through a stakeholder workshop to understand the business requirements, perceptual mapping, competition audit followed by gaining user perspectives and understanding persona-based needs. Technology vision(google analytics, important devices) also served as important feeders to directing visual design. These informed the anatomy of the information architecture and in guiding the design strategy and development.
Pearl

Some design elements incorporated were a magazine-style approach, with big bold flat design, offering a candid style of imagery for bringing in impactfulness. While contextual usage and placement of buttons, action items made navigation simpler, for both regular and persona-driven navigation styles. Embedded videos were added for making it easier for people to understand and allow the brand to communicate. Whereas a consistent layout and reuse of components made the website efficient, scalable and maintenance appropriate, supplemented with a responsive and liquid design for mobile.

KEY FEATURES

1. Establishing brand identity

The uniqueness of the brand was envisioned to manifest through a magazine-style layout which could simulate the feeling of a prospectus, reasserting its identity as a world-class institution.

2. Engaging key users through personas

Disruptive storytelling as a key idea was introduced to engage and attend to the key users. Persona driven content (for parents, prospective students, applicant) was formulated to engage and answer queries of stakeholders through a compelling visual and content narrative, drawing to address problems driven from their key motivations.

3. Showcasing intent

While a well-structured content strategy was used to emphasize the depth and seriousness of design education’s intent.

4. Incorporating contemporary design

Less templatized, dynamic and visual driven look was ideated to bring in the contemporary angle of a creative and new-age institution. Some design elements incorporated were a magazine-style approach, with big bold flat design, offering a candid style of imagery for bringing in impactfulness.

5. Creating brand guidelines

The visual direction set for the website is now guiding the format for the brand’s other communication material and has created direction for all its creative communication.

Pearl

DESIGN ACTIVITIES

Stakeholder workshop, Competitive research, Product Definition, Design Principles, UI UX Design, Visual System, Front-end Prototyping, Front-end Development.

 

Current status

The project having delivered in line with academic calendar has set the precursor to drive more admissions and is being appreciated by key stakeholders.

 

AWARDS
India’s Best Design Project 2019 India’s Best Design Project 2019
Persona
Suggested Method

Persona

A Day In The Life
Suggested Method

A Day In The Life

Dyads & Triads
Suggested Method

Dyads & Triads

Services & Expertise

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