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A closer look at Sora Schools' website

This month, we shared our latest case study with Sora Schools which involved a new brand identity and website following their $2.7M raise. Our goal was to create a brand that appeals to both the students and parents that Sora Schools serves whilst looking credible, innovative, and unique. Here is a closer look at their website, where we explore the key features, tactics, and UX/UI best practices enlisted to make it a possibility.

The brand redesign showcased the concept of "thinking outside of the box" by using dynamic and freely positioned graphics. Doodles and spontaneous gestures were visual nods to project-based learning and a way to celebrate student discovery. The custom elements bring dynamism and light-heartedness to the identity while highlighting that Sora is first and foremost a people-based business. We brought this concept through to the website by using design elements creatively without disrupting and overwhelming the user.Wavy graphic separators We incorporated multiple colors and elements into the website without being overwhelming or distracting by using wavy graphics to break up sections on the page. This creates a more balanced visual experience for users.

Dropdown menusOne of the main challenges we faced when designing the website was organizing the large amount of information that needed to be displayed. To ensure this content was communicated to the user effectively we decided to use dropdown menus. This allows for relevant information to be revealed when needed and hidden when not, and reduces the need for endless scrolling, improving user experience on the website.

Distinctive hierarchy with font and color

Due to the size of the website, it was essential for the navigation and flow throughout the website to be seamless.  We employed a typographical hierarchy to relay clear distinctions content and to make reading significantly easier.

CTAs

To promote familiarity and ease of browsing on the website, we accompanied relevant sections and CTAs with illustrative icons.

We also kept consistency with all buttons and CTAs throughout the website with a set theme of rounded buttons and arrows.

Micro Animations

Finally, as an added touch, we added animation to the website's main call to action. This subtle animation added personality and empathy to the site and further integrated the brand mission into the website.

FAQS

How do vision and mission statements impact a company's long-term direction?

Effective vision and mission statements should ideally constitute important tools in formulating a company’s strategy. They should largely remain unchanged through the years, though a significant pivot may bring about new vision and mission statements. Together, they work to define the focus of the business and how it impacts the world. 

The vision statement is a representation of your company’s view of a better world. The mission statement reflects how it sets about to achieve this vision. They work together to create internal alignment and help with strategic decision making. When planning for the future, developing new products, or experimenting with new strategies, teams can perform a quick check against the vision and mission statements to ensure that these initiatives are aligned with the essence of the brand. 

In short, the vision and mission statements are powerful tools which can and should impact decisions across the organizations, making them important factors in a company’s long-term direction.

How does brand strategy influence the overall success of a business?

Your brand strategy reflects how your brand sees the world and its role within it. It is the framework that, ideally, should guide all your communications (both external and internal) and audience touchpoints, i.e. each interaction an audience member has with your business. 

Having standardized communication across all channels and touchpoints makes business processes smoother and positively influences your client relationships, ensuring you develop strong, long-term connections with your customers. It also simplifies strategic decision-making and aligns your team. All these factors are vital to the success of a business.

How do messaging frameworks help communicate your brand message effectively?

Messaging frameworks are structured guides that outline the core messages, value propositions, and differentiators of a brand. They ensure consistency across all communications, from marketing materials and social media posts to customer service interactions. By defining key messages that resonate with the brand's target audiences, messaging frameworks help ensure that a brand’s communications are clear and memorable. 

They also help organizations stay aligned internally and ensure that each member, regardless of their role, understands what the brand’s key message is and how to communicate it effectively. This internal alignment is crucial for presenting a unified brand image to the outside world.

What specific elements contribute to a brand's verbal identity?

A brand’s verbal identity should align your team on how your brand communicates and how this communication changes depending on the situation. It defines a specific and recognizable language through which your brand can deliver its message to your audience or audiences.

Typically, a verbal identity includes some, or all, of the following elements:

Brand personality: This captures the human traits or characteristics that your brand embodies, such as being adventurous, sophisticated, or reliable, which help shape how your brand is perceived.

Brand voice: The brand voice reflects how your brand reflects its personality across all communication channels.

Brand tone: While the brand voice remains consistent, the brand tone can change depending on the context of the message and the audience being addressed, ranging from formal and professional to informal and friendly.

Messaging frameworks: These are strategic tools that outline the key messages your brand intends to communicate to its different target audiences, ensuring that all messaging is aligned with your brand's mission, vision, and value propositions.

Messaging examples: These provide specific examples of how your brand's messaging might be applied in various scenarios.

Style and grammar guidelines: These outline your preferred spelling, grammar, and style, ensuring that your communication is consistent across the board. 

What are some key considerations when developing a tone of voice for a brand?

The first and most important consideration is the brand’s personality. While businesses are functional, they still communicate with people – and people primarily connect with stories and personas. Your brand’s personality will define a set of human characteristics which reflect how it sees itself in the world. By giving your brand these human attributes, you are making it both distinctive and easier to identify with. The tone of voice should reflect your brand’s personality.

It’s also important to consider your target market and your audience’s expectations. While having a distinctive tone of voice is important for memorability, there is such a thing as being too different. If all brands in your segment adopt a serious, professional tone, and you would like to be fun and playful, there is certainly space for that, but consider very carefully why you are doing it.

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