In-House Life
Leaning on my previous ad agency experience as Creative Director,
I am currently running a large internal creative team for EF Education First.
114 countries. 612 offices and schools. 52,000 employees.
It’s the largest company you’ve never heard of.
This is how I was introduced to EF Education First. A 55 year-old company with the mission of opening the world through education. Born out of Sweden, EF has been taking students, teachers and parents around the world to experience different cultures and people with the single-minded goal of creating greater understanding. What follows is the story of how, as the Executive Creative Director managing the in-house creative department, I helped lead the charge in clarifying and developing the brand voice.
Education First / North American Headquarters / Cambridge, MA
-LEAD WITH THE RESULTS-
A year-end round up
for one hell of a year.
When we started working from home in 2020, we quickly found ways to become extremely efficient with our workflow.
Below is a highlight reel of some of the amazing work our team did under some pretty extraordinary circumstances.
Our goal: keep our people and our clients inspired about traveling during a time when going out into the world seemed a distant reality.
-HOW TO GET STARTED-
Being heard means creating
a voice with clear intent.
EF Education First is driven by a larger mission: “Opening the world through education.”
Making that mission relevant to a student or educator means demonstrating how educational travel
impacts one’s life in a real and meaningful way. Over several months, working in close partnership with the
marketing team, we helped shape the brand tone, look and feel for products in the EF Education First portfolio.
-SHARE THE IDEA-
Unearthing the essence of a brand.
I work hard to infuse all of the creative with our brand ethos by bringing it to the forefront of each touchpoint.
One of the best ways to quickly communicate the brand’s tone is through brand essence videos.
Below is how we brought to life EF’s love of sharing the world with others.
-DETAILS MATTER-
Small thumbnails
can tell a big story.
My creative management approach: small, consistent changes over time that yield a measurable result.
When I arrived at EF, I was able to identify key changes to create more brand cohesiveness.
Setting rules and creating brand guidelines became the mantra and it quickly began to pay off.
Before
After
-EVERYONE LOVES IT WHEN A PLAN COMES TOGETHER-
Real work, working in the real world.
SPARK SOMETHING GREATER
SEASONAL CAMPAIGN
EF tours web refresh
looks good. works hard.
project work
A sampler pack of jobs for EF