As the world transitions to connected ways of learning, Neutopia, an education startup that enables organisations to build bespoke courses, was struggling to communicate the benefits of their platform and value proposition to potential clients.
In a record five weeks, we helped Neutopia develop their brand positioning, articulate their core product offering and build a website that targets their key users and customers.
"From start to finish, ustwo handled the project with the highest level of skill along with a huge amount of heart. Their visionary spirit and positive excitement for the project brought the very best out of everyone on our entire team as well as a fantastic end result."
Jamie Engel, Founder of Neutopia
Articulating their purpose
Neutopia had two distinct visions; to inspire curious people who find joy in learning, and to empower organisations to design courses for the 21st-century learner. They needed to clarify their product offering to appeal to their target users of organisations, educators and business founders.
We focused on developing a value proposition and website that would speak to clients first, solving their pain points and clearly explaining the product offering. We ran several workshops including a Competitor Analysis, Key Value Prop refinements and a Branding workshop to understand how best to communicate what Neutopia is and how to approach the re-design.
Our first significant shift from what existed already was to create two landing pages; 'For Organisations' and 'For Learners', enabling Neutopia to speak directly to clients on the Homepage, while also inpsiring learners to adopt the Neutopia platform in their organisations or universities.
Hacking the subconscious
As a challenger brand that was new in the market, we ran a series of workshops to define the Neutopia brand personality traits which would inform the visual direction of the website, design language and tone of the copywriting.
Using a technique called ‘hacking the subconscious’ we created a visual system that combines abstract imagery, textures and colours with photographs of people to express abstract concepts. Layering these three elements enabled us to build a connection between complex themes and tell a story about the vision and mission of Neutopia.
We also established a strong design foundation that would inform and direct the product's future visual identity.
Built to engage curious minds
In a record five weeks, we helped Neutopia articulate their value proposition, develop their brand language, and build a website that excites educators to create courses for the next generation of learners.