Rebranding MyCaptain - Brand Book
Brand Refresh after a Decade
Client
MyCaptain
Services
Design Manager
Industries
Edtech
Date
Feb 2023
Results
The Heart Guidelines are not just a brand book; they are a reflection of MyCaptain's journey, its ethos, and its vision for the future. By taking the initiative to refresh our brand guidelines, we have set the stage for a decade of growth, adaptability, and continued success. Our brand is now better equipped to reflect the diverse, dynamic nature of our courses and the community we serve. Here are some key metrics:
We saw an immediate decrease in the Cost Per Click (CPC) by 20% after modifying the adset of our paid ads according to the rethought user persona.
The introduction of 13 different shapes associated with the brand values led to a 30% increase in user engagement on our platforms.
The redesigned thumbnails for our organic channels such as YouTube and Instagram had a huge impact, and we saw a 40% increase in clicks.
Research
We rethought the user persona and rebuilt it. In order to test this, we had to do a quick dry run of the rethought user persona, by modifying the adset of our paid ads. We also tested the new brand identity on our organic channels such as YouTube and Instagram. The Thumbnails had finally proven to have a huge impact and the clicks shot up. We also introduced 13 different shapes that were done user research and associated them with the brand values by testing with multiple iterations.
Goal 1: Adapt to New Target Audience
Why: MyCaptain shifted its focus from general explore courses to PRO courses aimed at professional development and placements. The brand needed to reflect this shift and appeal to the new target audience.
What We Did: We rethought the user persona and adapted our brand to be quirky yet professional, which was in line with the expectations of students looking for career placements.
Goal 2: Strengthen Brand Identity with Core Values
Why: A strong brand identity aligned with core values is essential for long-term growth and customer loyalty. It was important to ensure that the brand resonated with the values we wanted MyCaptain to be associated with.
What We Did: We introduced 13 different shapes associated with brand values and tested them with multiple iterations. We also chose six colors reflecting MyCaptain's core values.
Goal 3: Enhance Online Presence and Engagement
Why: An engaging online presence is crucial for reaching out to the target audience and creating brand awareness.
What We Did: We tested the new brand identity on organic channels such as YouTube and Instagram. We redesigned thumbnails and optimized our online content for higher engagement.
Testing
We conducted extensive testing to ensure that the new brand identity was effective and resonated with our target audience. This included:
Adset Modifications: We modified the adset of our paid ads according to the rethought user persona and monitored the CPC. This allowed us to gauge the effectiveness of the new brand in attracting the right audience.
Organic Channel Testing: We tested the new brand identity on organic channels such as YouTube and Instagram by redesigning thumbnails. This helped us understand the impact of visual elements on user engagement.
Shape and Color Testing: We introduced 13 different shapes associated with brand values and tested them with multiple iterations. We also chose six colors reflecting MyCaptain's core values. This was done to ensure that the shapes and colors used in the brand identity were aligned with the brand's values and were appealing to the target audience.
💎 Learnings
The Heart Guidelines are not just a brand book; they are a reflection of MyCaptain's journey, its ethos, and its vision for the future. By taking the initiative to refresh our brand guidelines, we have set the stage for a decade of growth, adaptability, and continued success. Our brand is now better equipped to reflect the diverse, dynamic nature of our courses and the community we serve.