edept x The Pipal Collective
edept x The Pipal Collective
Scaling a new-age edTech brand from 1 to 10
Scaling a new-age edTech brand from 1 to 10
Social Media
Brand Strategy
Website
Communications
The Brief
The Brief
edept is a purpose-driven edtech startup creating global career pathways for Indian students through industry-led programs in high-demand niche fields like data analytics and cyber security. Partnering with top international universities and organizations like KPMG, edept needed help building a direct-to-student brand presence beyond the shadow of institutional partners.
Our mandate: bring the brand to life, improve student acquisition, and create a sustainable marketing engine.
edept is a purpose-driven edtech startup creating global career pathways for Indian students through industry-led programs in high-demand niche fields like data analytics and cyber security. Partnering with top international universities and organizations like KPMG, edept needed help building a direct-to-student brand presence beyond the shadow of institutional partners.
Our mandate: bring the brand to life, improve student acquisition, and create a sustainable marketing engine.
The Challenge
The Challenge
While edept’s programs were academically strong, thanks to partnerships with reputed institutes, their own brand was not as well recognised. Most communication and identity leaned heavily on university or partner branding, making it difficult for edept to build awareness and trust among students independently.
The broader challenge was in standing out in a cluttered, highly competitive and low trust edtech market, where student acquisition costs are high and attention spans are short. We genuinely believed in the intent and mission of edept - to make quality global education accessible to all - and with that, we jumped right into it.
While edept’s programs were academically strong, thanks to partnerships with reputed institutes, their own brand was not as well recognised. Most communication and identity leaned heavily on university or partner branding, making it difficult for edept to build awareness and trust among students independently.
The broader challenge was in standing out in a cluttered, highly competitive and low trust edtech market, where student acquisition costs are high and attention spans are short. We genuinely believed in the intent and mission of edept - to make quality global education accessible to all - and with that, we jumped right into it.
The Approach
The Approach
Phase 1 of the project was entirely around marketing support for acquisition campaigns. With a focus on two flagship programs - we assembled a team of writers, designers, and editors to take over daily marketing across email, WhatsApp, and social media (primarily Instagram & LinkedIn).
Over time, this expanded into a larger mandate around Brand Strategy for edept. A quick flight to Pune to conduct an in-person workshop over two days led to clarity in the exact brand narrative. Drawing from their mission and vision, we positioned edept as the "Launchpad for Global Careers"with values centered around curiosity, initiative, and transformation. We also outlined the exact product offering and the key pillars around it - being student centric, career focused and industry aware. This informed the tone, voice, and visual language, which was collated into a comprehensive brand strategy book.
From there, we:
Revamped the website to align with the new brand identity, improving content structure, clarity, and user experience. This included structure, content, design and coding this on Next.js
Created interactive course brochures in partnership with institutes like Moravian University, which give an in-depth feel and enables better decision-making for students.
Continue working with the team to plan different brand initiatives to help edept scale & grow across channels and establish a true global presence
Phase 1 of the project was entirely around marketing support for acquisition campaigns. With a focus on two flagship programs - we assembled a team of writers, designers, and editors to take over daily marketing across email, WhatsApp, and social media (primarily Instagram & LinkedIn).
Over time, this expanded into a larger mandate around Brand Strategy for edept. A quick flight to Pune to conduct an in-person workshop over two days led to clarity in the exact brand narrative. Drawing from their mission and vision, we positioned edept as the "Launchpad for Global Careers"with values centered around curiosity, initiative, and transformation. We also outlined the exact product offering and the key pillars around it - being student centric, career focused and industry aware. This informed the tone, voice, and visual language, which was collated into a comprehensive brand strategy book.
From there, we:
Revamped the website to align with the new brand identity, improving content structure, clarity, and user experience. This included structure, content, design and coding this on Next.js
Created interactive course brochures in partnership with institutes like Moravian University, which give an in-depth feel and enables better decision-making for students.
Continue working with the team to plan different brand initiatives to help edept scale & grow across channels and establish a true global presence
What’s Next?
What’s Next?
It’s been more than a year and our work with edept continues. As the company expands its course offerings and partnerships, we’ll keep supporting its marketing strategy, content development, and student acquisition efforts. Shoutout to Gaurv, Puneet, Kirtiga, Devendra and Shilpa for being one of the most fun teams to work with - always warm & welcoming. Going forward - with a clear brand foundation now in place, the next phase is scale with creativity, speed, and consistency.
It’s been more than a year and our work with edept continues. As the company expands its course offerings and partnerships, we’ll keep supporting its marketing strategy, content development, and student acquisition efforts. Shoutout to Gaurv, Puneet, Kirtiga, Devendra and Shilpa for being one of the most fun teams to work with - always warm & welcoming. Going forward - with a clear brand foundation now in place, the next phase is scale with creativity, speed, and consistency.
Let's bring your vision to life.
© Priyanshi Poddar 2024
Let's bring your vision to life.
© Priyanshi Poddar 2024
Let's bring your vision to life.
© Priyanshi Poddar 2024