Brand Strategy
Client
Education Global
Industry
Branding
Year
2024
Project Overview
Education Global had been running for 18 months when they came to me. They had a product, structured, self-paced online courses for Nepali students preparing for competitive exams and international university applications. Students liked the courses. The completion rates were good. But every conversation about the brand ended in the same place: nobody could agree on what to say about it. The founder would describe Education Global one way. The sales team would describe it another. The website said something different altogether. Three people, three elevator pitches. They'd already spent on a logo. They'd built a website. But every marketing effort started from scratch because there was no shared language for what Education Global was and who it was for.
Problem Statement
The core issue wasn’t design. It wasn’t even messaging. It was positioning.
Education Global was trying to be for everyone, all students, all courses, all goals. Which meant it was specific to no one. In a market where students are making high-stakes decisions about their futures, vague positioning doesn’t earn trust. Specific positioning does.
Until they knew exactly who EduPath was for and what made it the right choice for those people specifically, every creative decision would be a debate.
3x
Increase in enquiry rate after rebrand
4 weeks
From discovery to brand guidelines delivered
0
Number of times the team disagreed on positioning — after the strategy
The Approach
Follow our structured approach from initial site analysis to final project handover, ensuring every step is executed with precision and expertise.
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Brand Audit
Reviewed all existing materials: website, social posts, sales decks, email sequences. Mapped what was consistent, what contradicted itself, and what was entirely missing.
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Positioning Workshop
3-hour session with the founder and head of marketing. Defined the specific audience (ambitious Nepali students aged 17–24 preparing for high-stakes exams and university applications), the market position, and the one thing Education Global does better than any alternative.
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Visual Direction Brief
Art direction for typography, colour, photography style, and how to represent students authentically rather than as stock photo composites.
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Customer Interview Synthesis
Reviewed feedback from 12 existing students to understand how they described Education Global to friends and why they'd chosen it over alternatives.
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Messaging Architecture
Built the core message, supporting pillars, and the specific language to use at each stage of the student journey (awareness, consideration, enrolment, retention).
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Brand guidelines document
A 24-page reference covering all of the above, formatted for handoff to any future designer or writer.
What Changed?
Before the strategy, Education Global’s homepage headline read: ‘Quality education for every Nepali student.’
After: ‘The structured path from here to the university — or the career — you’ve been working toward.’
One sentence. Specific, aspirational, and written to the exact student who was the right fit. The team agreed on it in 15 minutes because the strategy gave them a shared reference point for the first time.
The Results
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Enquiry rate increased 3x in the first 60 days after the new positioning went live on the website
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Internal team alignment — the founder and three team members now describe Education Global identically in sales conversations
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Brand guidelines adopted by two external design contractors with zero briefing calls needed
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Homepage bounce rate dropped from 71% to 44% within 8 weeks of copy update
“Before working with Sajag, every marketing meeting turned into a debate about what we were. After the strategy session, we had answers. The brand guidelines doc alone saved us weeks of back-and-forth with designers.”
Founder, Education Global Nepal
