Graphic content creation for the social media of the children’s club

They reached out to me with a challenge familiar to a lot of niche educational projects: there’s a great methodology, there’s a result that genuinely works, but on social media none of that “comes across” yet. The job was to make the club look cohesive and recognizable, build trust with parents — and turn that recognizability into real sign-ups for classes.

What needed solving:

• develop and roll out a single, recognizable visual style for the posts;
• set up advertising that generates parent sign-ups for the speed-reading classes.

Visual style and prep for launch

The first thing I started with was the project’s visual language. I built an original communication style and ad templates so the club’s posts wouldn’t get lost in the feed and would instantly read as “theirs” — recognizable.

That’s the foundation; without it, any advertising performs worse. Once people already have a sense of a familiar brand, they’re more willing to engage. At this stage I put the lion’s share of the effort into preparing content for the launch of the new project — so that everything looked systematic from day one, not thrown together at the last minute.

Targeted advertising

The next step was setting up targeted ads built around one clear goal — parent sign-ups for classes. Here it wasn’t about just “running ads,” but hitting the right audience with the right message at the right moment, when parents are actually looking for ways to help their child with reading.

Working with user-generated content (UGC)

I’m especially proud of how user-generated content worked in this project. I took real material from parents and kids, “repackaged” it, and wove it into the overall content matrix so it didn’t fall out of the style but actually reinforced it. That gave a double effect: on one hand, genuine social proof (because it’s the parents speaking, not the brand talking about itself), and on the other, a presentation people wanted to share. Essentially, the content started working on reach by itself, with no extra budget.

Emphasis on the methodology

And one more layer of substance I paid special attention to — the advantages of the unique teaching methods developed by the club’s specialists. For parents, this is often the deciding factor: not “we’re fun,” but “here’s why it works and what your child will get out of it.” So I didn’t leave the methodology “behind the scenes” — I brought it front and center as one of the club’s key strengths.