GH Branding

BACKGROUND

Introduce your business and what you do there.

My name is Felipe Diesel, and I am the owner and CEO of Hey Peppers!, a language school in Brazil, offering services to students looking to learn English, French, and Spanish. We manage 14 schools and have around 3,500 students.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with GH Branding?

Language schools in Brazil have very big competitors. The biggest education groups are present there since it’s a good market for languages. We have Pearson, Macmillan and other international companies, with 2,000–3,000 units locally. The challenge was inserting our school in the market. We had to compete with 82 different brands, most of them with more than 100 units and schools.

SOLUTION

What was the scope of their involvement?

GH Branding started the project from the beginning, thinking about differentiation and how to bring a new, fresh brand to the market. Our initial discussion took around six months to figure out the best way. We started by setting up a different image for our school. GH Branding came up with some very good concepts that had not been used in the market. When launching our brand, we used Facebook games, but most of their work was in terms of branding, the creation of our concepts.

What is the team dynamic?

We worked directly with the two directors of the agency.

How did you come to work with GH Branding?

They are the best branding agency by far. There is no local agency that even compares. When I first decided to start the business, I was looking for the best option in the market and came across GH Branding. Their clients were very satisfied with the work.

How much have you invested with them?

The overall cost for one year of work, including brand and marketing campaigns, was around 150,000 Brazilian reals [around $50,000].

What is the status of this engagement?

We worked with GH Branding between December 2013 and late 2014.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The growth we’ve had in four years for 14 branches was because of our brand. It’s difficult to state the number of students across different stages, but people were impressed and couldn’t believe we were a local brand from Santa Rosa.

How did GH Branding perform from a project management standpoint?

We had meetings and set up deadlines.

What did you find most impressive about them?

They excel in their commitment. Gustavo, in particular, who is one of the owners, excelled in this regard. If there was a problem, and there was no one to provide photography or filming, he did it himself. I’ve never found this in another agency.

Are there any areas they could improve?

Deadlines are a problem for any agency when working with creative people.