TOPS KYOTO Prep School Website
“Synergetic” Design That Differentiates and Enhances the Service
Website redesign of “TOPS KYOTO”, a medical prep school which helps students pass the exams of the top universities directly upon graduation. FOURDIGIT developed a digital branding strategy that not only differentiates TOPS KYOTO from other prep schools but also balances between differentiation from and following in the footsteps of its sister prep school, “KYOTO IJUKU”, to achieve a synergetic effect with the brand image of both prep schools.
Defining the Positioning for the Coexistence of the Two Brands
Since the brand image of “KYOTO IJUKU” was renewed, it was also necessary to renew the image of its parent school, “TOPS KYOTO”. The biggest challenge in branding was the differentiation and coexistence of the two target schools, “KYOTO IJUKU”, a high-end brand specialized in medical exams, and “TOPS KYOTO”, which has the strength of helping students pass exams for high-level universities. As a first step, we defined the positioning of each with regard to digital branding.
A Well-Balanced Design Aiming for a Synergetic Effect Between Brand Images
It was necessary to convey, by visual design, that the two prep schools of “TOPS KYOTO'' and “KYOTO IJUKU'' both provide high quality learning environments. We thoroughly researched TOPS KYOTO’s differences from other prep schools, identified the points that differentiate itself from ”KYOTO IJUKU”, and formulated a strategy which produces a synergistic effect between the brand image of both prep schools. The concept was “factor analysis of passing an exam directly upon graduation”. Based on the concept, we meticulously adjusted the balance between the tone and style of the design, information design, and the points that differentiated it from “KYOTO IJUKU”.
Content Design with More Consideration for the Targets
While the design concept and content were designed to match the “KYOTO IJUKU” site which was redesigned in advance, we created information and content that took more consideration of the target audience, examinees, in the “TOPS KYOTO” site. We appealed to users by utilizing a more familiar and wider image. By using the same fonts and colors as KYOTO IJUKU, the brand image was upheld, and we expressed the image of TOPS KYOTO through the layout and color ratio.
- Taiji NISHIMOTO
- CREATIVE DIRECTION
- Hiroshi UJIIE
- PROJECT MANAGEMENT
- Sayaka IDE
- ART DIRECTION
- Daiki NAWA
- LEAD DESIGN
- Masatsugu HORI
- Naoya SAKAMOTO
- TECHNICAL DIRECTION
- Marie MATSUMURA
- Kento FURUYA
- CMS DEVELOPMENT
- Marie MATSUMURA, Kento FURUYA