Grupo Vaughan is the leading English language training company in Spain. Founded more than 40 years ago by Richard Vaughan, today, it has a large team of professionals throughout the country and an extensive list of clients. Currently, more than 380 teachers provide around 500,000 hours of training per year. The company has centres in 9 cities in Spain and currently offers 95% of its classes online. During the pandemic, Vaughan migrated from the face-to-face format to video conferencing classes with great success.
Vaughan is much more than an English academy. Its innovative spirit has allowed it to create and develop training solutions like the VaughanTown, a pioneering concept of language immersion in Spain; Vaughan Radio, Aprende inglés TV and the publication of more than 350 of its titles of didactic material.
Designit ideated the different brand alternatives based on the analysis of target needs. For the conceptual design phase, we conducted some strategic design workshops with the main stakeholders to review the different brand lines, and aligned on the best solution. The goal of redesigning a brand from a digital point of view made us create advanced designs for the brand alternatives.
Vaughan wanted to invest in its digital transformation to adapt to the new economic context and generate a clear impact on the business. This transformation began by improving its brand positioning and online experience.
The company was committed to redesigning its entire branding system carried out by Designit as a key player in the digital transformation strategy. A new user experience and brand identity adapted to new technologies that reflect the reality of Vaughan's value proposition, respecting the brand’s rich history.
The challenge was to create a solid brand that could be flexible and adaptable. For this improvement plan, we designed a new brand identity and its application to the digital environment, focusing mainly on the website.
The visual identity conveys the company's adaptability, as it has the most significant and most varied number of programs for learning English in the market, both for individuals and companies. The visual and verbal identity changes according to the target student segment to materialise this diversity of courses and audiences. Proof of this is the redesign of https://grupovaughan.com.
From September 2021, Vaughan is currently applying the new brand to all their media and building the new website with the designs, guidelines and tools we provided them with during this project.
The new brand, designed with a focus on the digital environment, and the redesign of the website, allowed Vaughan to improve its positioning in the market, expand its target audience and improve communication and engagement with potential customers.
Designit redesigned a brand in a radically different way using digital transformation strategy that includes value proposition, user experience and even internal operations and technology. The new guidelines have already been implemented into their main digital assets and affect not only to the visual assets but also to the information architecture, the interaction, the tone of voice and the content itself.
‘The step of being able to offer our programs regardless of the city where the student lives is a fundamental change for Vaughan and is allowing us to grow in cities where we did not have a presence before. In addition, the online format is working very well in our methodology, which is eminently oral and with much interaction from the students’
Jorge Serrano
Vaughan's Chief Digital Officer
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Contact info for Ana Gonsalves
Senior Digital Designer,
Madrid
Contact info for Gurutz Gorrotxategi
UX/UI & Product Designer,
Madrid
Contact info for Jesús Sotoca
Insights and Strategy Director
Contact info for Carlos Úbeda
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Jesús Sotoca
Insights and Strategy Director
