OpenBook helps in teaching the English language to various sized industries and schools in Japan. It's beneficial to have knowledge in a Global language to remove the communication barrier and help them to work or move to other countries and feel confident as an immigrate. Currently, the challenge is to figure out its target audience and spread this message. Also, prepare study material that is more fun and less stressful.

It took more than two weeks to research and create a customer persona. I talk to a bunch of employers and Instead of asking "Whether they are interested in learning English" I asked them "Whether they were interested in learning a second language and if yes what is stopping them." 

The information received provided two paths, firstly to issue a brand refresh that speaks the ethics of the English language and the goals of the company. Secondly, to narrow the target audience to the employers and high school graduates (that are willing to learn a second language) and market them on the VALUES of the brand rather than the Features.


After getting the valuable paths, I created a New Identity System and User persona for OpenBook. I also work on marketing content and study material for them.

After the launch of the fresh identity, more than 100 people visited the website, and around 20-25 people registered for the class in a month.