Case study · 8 months
Content Design | ISMP Korea
Created and scaled ISMP Korea's social media presence from the ground up. Through iterative content optimization, I grew the account to 1,200+ followers in eight months while supporting student outreach and program awareness.
- Timeline
- 8 months
- Role
- Lead Content Designer
- Scope
- Featured, Online Marketing, Product Design
The problem
What needed solving
As Lead Designer in a team of 13, I had the responsibility of designing all the assets for both our print and digital products (flyers, posters, curriculum handouts, Reel thumbnails, program logo, etc.). It was a lot to handle, and we were making live changes to our curriculum and digital designs almost every day leading up to launch day.
The outcome
What shipped
We grew our Instagram presence from 0 to 1,200+ followers, increased student participation from 23 in our first cohort to 50 students in our second, and expanded from 2 to 3 locations across Seoul. For our third cohort, we successfully tested the program on Zoom; this would mean that even after our team returned to the States this summer, continuing our program online could very much be a possibility.
- Increase participation rate by more than 100%
- Consistent and recognizable brand voice across platforms
- Reusable and scalable content templates
Process
So what happened?
Understand
We researched Korean college students to understand their relationship with English and identified a key gap: students knew English, but lacked confidence using it conversationally. This insight shaped the direction for our digital experience and brand.
Design
I designed the visual identity and digital touchpoints across Instagram, promotional content, event materials, and presentation decks. I focused on making the brand feel approachable, youthful, and trustworthy while creating a consistent system that could scale across different platforms.
Iterate
We monitored engagement and gathered feedback from students to refine our content, messaging, and visual design across each cohort. As the program grew, I developed reusable (and scalable) design systems and templates that helped the team create consistent experiences more efficiently.
Contact
Want to see more?
I am based in the NYC Metropolitan area and am open to full-time roles.
minahchong.design@gmail.com