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Sumary

360º Business Foundation: Strategic Branding, Sales Platform UX/UI, and Service Design to launch the Eva School with a complete and scalable infrastructure.

Branding and CX Foundation: The Retention Strategy That Overcame Location Crisis and Generated a Waitlist.

The project involved the Brand Foundation from Scratch, overcoming the challenge of inheriting a physical location with a damaged public image. Through a Strategic Branding of high credibility (Naming, Visual Identity) and a planned Customer Experience (CX) Design, we managed to generate solid growth (from 0 to over 150 students). The success of the strategy is validated by the exceptional Retention Rate of 95% (from nursery to Elementary School) and the Waitlist for enrollments, proving that the established experience and brand purpose work for the long term.

Project Details

Client Name

Dione Souza

Release Date

April 10, 2019

Project Types

Branding and Product Design

Live Preview Visit Live Site

Escola Eva

Project Overview

The Core Challenge

Launching a new early childhood education school in a physical location with a damaged previous image, requiring high-credibility Branding and a robust Customer Experience (CX) strategy to attract and retain customers from the foundation.

The Solution (My Role)

End-to-End involvement in the foundation, including: Consulting and Naming ("EVA" - purpose and symbolism), Strategic Branding (logo, neural/rebirth concept), 360º Experience Design (environmental decoration, uniforms, materials), and Acquisition Strategy (Digital Presence, campaigns, and pricing).

The Value Delivered

The design and experience strategy overcame the location crisis, generating solid growth (from 0 to +150 students) and an exceptional retention rate of 95% of students from nursery to Elementary School, resulting in a waitlist for enrollments.

Key Focus Areas

Brand Foundation, Strategic Branding, Customer Experience Management (CX), Service Design, Environmental Design, Acquisition Strategy.

Key FocusAreas

This project encompassed the Strategy, Creation, and Operation phases, which should be highlighted:

Strategy and Brand Foundation

Digital Design and UX


Communication & Operational Design (CX)

4. Growth and Performance

Project Pillars

Brand Foundation

Creation of the brand from scratch, including Naming consulting (EVA: meaning, purpose, and symbolism). Focus on strong Branding to dissociate the new school from the location's negative history.
Credibility Established Brand Purpose

Customer Experience (CX) and Retention

In-depth study of the audience, competition, and creation of all touchpoints (uniforms, curriculum books, environmental design). The goal was to ensure an impeccable customer journey.
95% Retention Long-Term Journey Waitlist

3. Service Design and Acquisition Strategy

Structuring the sales platform (digital and physical materials), pricing, and acquisition strategies. This resulted in accelerated growth (from 0 to +150 students) and the capacity to keep the business scalable.
Accelerated Growth $\cdot$ Viability and Scalability

+ 0 %

Retention Rate (

0- 0 +

Enrollment Growth 4 years

+ 0 %

New Credibility Established

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