fieldXperience is an online learning platform that focuses on soft-skills development. FieldX offers workforce development through blended learning solutions — benefiting students, professionals, and employers alike.
fieldX needed a new design direction to increase brand awareness, build engaged communities, and ultimately aid in selling their services.
Team
Robbea Pierre, Latasia Brown, Rachel, Cameia Williams
Goal and Challenges
Goal
Effectively convey the mission and objective of fieldX in a fun and trendy way and create an iconic visual identity to inspire the growing fieldX community by engaging the current market audience while growing the overall audience.
Challenges
Early in 2021, fieldX decided to redirect the business in a new direction with a modified brand identity. In the past, fieldX had a huge focus on sports. As a result, the social media followers across all accounts reflected that. We had to find room to market to the sports audience while maintaining the new identity in order to also gain new followers.
Social Media Series Solutions
After a social media audit, detailed competitive analysis, and some research on social media trends, and trends in the Ed-Tech space, we came up with several ideas for different social media series and ads that are individually outlined below and described in more detail throughout this case study.
Buzzwords
Role & responsibilities:
Media Designer - Video Design, Motion Graphics, Voiceover
Media Designer - Video Design, Motion Graphics, Voiceover
fieldX Buzzwords are an animated IG reel series that defines key fieldX words and phrases to get viewers and prospective customers more familiar with fieldX language. fieldX uses words like gamification and learning scientists quite often as it is integral to fieldX's mission and services. However, the average person has limited (if any) knowledge of what these words mean. fieldX Buzzwords is one of the steps to bridge this gap.
Fun Fridays
Role & responsibilities:
Media Designer - Video Editing, Visual Design, Graphics
Media Designer - Video Editing, Visual Design, Graphics
Using popular TV show clips, this series of videos shows soft skills in a trendy and whimsical light in order to teach followers about different soft skills in a unique way. We released them every other Friday to bring some lighthearted fun to the end of the work week while still educating viewers about the importance of soft skills.
"....This is an example of self-awareness. How often do we look at a situation and realize where we fall short but use it as an opportunity to help other people use their strengths to get better results."
"Michael Scott hosting "Diversity Day" at the office is exactly the #Fridayfunny we didn't know we needed...it's important to develop soft skills around diversity and inclusion in real life..."
Platform & Product Highlight
Role & responsibilities:
Media Designer - Digital Illustration, Motion Graphic Design
Media Designer - Digital Illustration, Motion Graphic Design
This varied series presents mockups and walks through all of fieldX’s current and future features so viewers can preview the platform and courses.
Company and Learner Testimonials
Role & responsibilities:
Media Designer - Video Editing, Motion Graphic Design
Through competitive analysis, we realized that fieldX was not taking advantage of displaying testimonials from current clients and learners on the platform. I created quick clips from longer interviews to display on fieldX's social media platforms.Media Designer - Video Editing, Motion Graphic Design
Slice of Life
Role & responsibilities:
Media Designer - Video Editing, Motion Graphics
Media Designer - Video Editing, Motion Graphics
Paid Social Advertisement
Enterprise Ads
Role & responsibilities:
Media Designer - Video Editing, Motion Graphic Design
Media Designer - Video Editing, Motion Graphic Design
fieldX determined that investing in social media advertising would allow us to hyper-target customers based on age, behaviors, interests, and more. Ideally, the data acquired from these ads can be saved, and used in future marketing campaigns, and the department can track the return on investment.
