CLUEY
Welcome to the succinct Cluey story!
It's been a busy couple of years which I've much enjoyed as I wrapped my skills around the education industry. I had come from a highly polished, glitzy Hollywood environment, to a start-up which addressed the raw reality of parents trying to find support from their children struggling at school, and the advertising matched. To kick-off I designed a new logo, developed brand guidelines and an extensive visual identity from the ground up.
We developed a particular style, with kids looking over their shoulder, to allow us greater flexibility when showcasing the live-learning platform, the tutors, as well as the various subjects as and when we needed.
So many videos, gifs, quizzes and statics; what the whole social and digital channel experience at Cluey taught me, is that's real, authentic and 'on-the-nose' communication is far more successful. As much as we showed the positive learning experience associated with tutoring, images of kids struggling at school and with homework resonated better with parents.
DIGITAL ads
At Cluey there was never any shortage of research (Quant & Qual). I particularly enjoyed fossicking the focus groups for fabulous quotes from parents to use in our ads, which often proved a lot more powerful. Sometimes those same parents would be willing to speak on camera, which allowed me to send a bevy of videographers around the country. Amidst everything else I managed to produce an average of two ad campaigns (20 ads) per week.
I introduced guidelines to how tutors supplied their photos, which allowed us to customise tutor campaigns.
The beauty of a start-up is you get to touch and play with everything. One of my ultimate joys is to simplify that which is complex. I was tasked to conceptualise the self-enrolment process (app) and how the Cluey Academy 2.0 might eventuate.
UI/UX
VIDEO
Producing videos was the relentless norm, creating long, short and snippet versions for every conceivable channel. I coordinating with our copywriter, videographers and talent across four locations (Sydney, Melbourne, Brisbane and Canberra) to bring concepts to life. In this quarter we produced ninety pieces of content (one per day) to launch Cluey on TikTok. (At the time of writing this the lead quality on TT was high and the CAC low, so the channel showed amazing promise.)
FOR A FULL CATALOGUE OF VIDEOS & TV ADS PLEASE HEAD OVER TO CLUEY'S YOUTUBE AND SOCIAL CHANNELS
campaign
We worked with PR Agency (MAGNUM PR) to bring Cluey's Bowl-cut campaign to life, rolling out hundreds of assets across all our social and digital channels, as well as OOH and buses.
I worked with YUKFOO ANIMATION (Melbourne) to produce these four animations below on a skinny budget and tight time-frame for an ACT campaign.
Worth a mention are infographics which were often many and varied. From straightforward data-visualisations, to my own inventive metaphors to describe Cluey's tutoring service.
infographic
During my four years at Cluey, they had acquired Code Camp to provide a fuller learning experience for kids. I was very involved in the success of onboarding a new business, and not only raising the bar of excellence on all their creative, but also significantly increasing the speed-to-delivery.
Code Camp was constantly coming up with new types of camps which necessitated a 'camp look' suite, which we rolled out as statics and videos across all social and digital channels, as well as their website.
From here we began the process of closer aligning both companies under one umbrella, beginning with a brainstorming session I led to finalise joint purpose, mission, vision, value and positioning statements.
