UX Design | Digital Marketing | Content Creation
La Criateca
Case Study
Context
La Criateca, an art school in Curitiba, Brazil, sought a fresh start with a rebranding initiative following an associate's departure. The goal was to create a vibrant space for creative exploration, offering art classes and a coworking environment. Initially, the school had 14 students and needed to enhance its digital presence and communication strategies.
Challenges
Rebranding
Developing a new identity that resonates with potencial students
Audience Understanding
Clarifying the target demographic and their needs
Enhancing Digital Presence
Building a user-friendly website and increasing digital engagement
Process and Resolution
Step 2: Brand Development
Rebranded to "La Criateca," highlighting a playful and inclusive atmosphere. The communication emphasized that mistakes are part of the creative process, encouraging everyone to join without fear of judgment.
Step 1: User Research
We conducted interviews and surveys to understand potential and current students' needs. Insights revealed that women aged 25-54 were the primary audience, seeking a relaxing and non-judgmental space for art exploration. The main challenge was overcoming the fear of not being "good enough."
Step 3: Website and Digital Strategy:
Website Redesign: Built on Wix, the new website featured clear navigation, a class booking system, and comprehensive information about classes, workshops, and the coworking space. Usability testing ensured a seamless user experience.
Content Strategy: Developed engaging content, including reels and stories that highlighted the art process and student experiences, focusing on the authentic and human aspects of La Criateca.
SEO & Paid Ads Strategy: Implemented SEO strategies and targeted ads on Google and Instagram to boost visibility and attract more students.
Results
Student Enrollment increased from 14 to 65 students, 333% growth
Instagram followers grew from 2.6k to 3.7k
We reached 36.7k impressions on Google Ads and 799k on Instagram
The space became a haven for individuals experiencing
significant life changes, using art as therapeutic outlet.
The La Criateca project was a transformative experience, showcasing the power of thoughtful branding and user-centered design. By creating an inviting digital presence and emphasizing a supportive community, we significantly increased student engagement and enrollment.
I invite you to explore La Criateca's website and Instagram page to see the results of our work firsthand.