Umlandia: Brand Identity & Social Media Campaign
CLIENT
Umlandia
INDUSTRY
Education
SERVICES
Brand Identity · Social Media Management · Advertising Campaign
Project Duration:
Short-term campaign (1-week active phase)
Key KPIs:
Reach, Direct Inquiries, Enrollments
Overview
Umlandia is an educational children’s center focused on creative and developmental learning activities for children aged 6 to 12 during the summer season.
The project involved the creation of a complete brand identity and its implementation across social media through a targeted advertising campaign.
Business Objective: Increase enrollments for the summer program.
Marketing Objective: Build brand awareness and generate direct inquiries.
The Challenge
The primary challenge was to create a recognizable brand and drive enrollments within a limited timeframe.
- Limited time before the start of the summer season
- Need to establish trust in a newly launched brand and educational center
- Competitive market within the children’s education and activity sector
- Strong focus on direct conversion (DM inquiries → enrollments)
Objectives
Primary Goals
- Develop a strong and distinctive brand identity
- Generate direct inquiries
- Fill available spots for the summer program
Secondary Goals
- Increase brand awareness
- Build active engagement on social media
Strategy
We developed a brand mark that combines two connected and stylized forms – a brain and a tower. Together, they tell the story of the brand: the mind meets a dedicated space, and learning finds its own home – a place where curiosity can grow and thrive in a safe and inspiring environment.
The Umlandia logotype was designed as a modern typographic solution with a strong visual identity. Its medium-weight letterforms create a balance between playful energy and professional credibility, reflecting both the educational and nurturing nature of the brand.
The primary green color reinforces the concept by symbolizing growth, development, and balance – core values of Umlandia.
Brand Highlights
- Vibrant color palette
- Symbol with a strong conceptual meaning
- Modern typography
- Flexible system of decorative graphic elements
Following the successful completion of the visual identity, we developed a communication strategy focused on emotional positioning and direct calls to action.
Communication Approach: Warm, trustworthy, and parent-oriented
Creative Concept: Summer, learning, play, and development
Channels: Instagram and Facebook
Target Audience: Parents of preschool and school-aged children
Core Messages: Safety, growth, fun, and trust
Execution
The campaign was executed through an integrated social media strategy:
- Social media content creation
- Paid social advertising
- Direct-response campaigns targeting parents
- DM funnel optimization
Creative Highlights
- Implementation of the new visual identity across social media
- Messaging focused on both children and parents
- Campaign structure designed to encourage direct inquiries via DM
- Strong emphasis on trust and community building
Results
Reach: 50,000+ people
Direct Messages: 50+ inquiries within one week
Conversions: 20+ enrolled children
High engagement across social media platforms
Key Insights
- Direct communication aimed at parents proved to be the most effective approach
- Consistent visual branding significantly increased trust
- DM funnels are a highly effective conversion channel for educational services
- Short-term campaigns can deliver exceptional results when supported by strong preparation and strategy
The Umlandia project demonstrates how a well-developed brand identity combined with an effective social media campaign can generate fast and measurable business results.
Beyond increasing brand awareness, the campaign successfully translated attention into real enrollments, helping fill the summer program within a short period of time.