Project overview
Although Paradigm is based in Tokyo, we work with clients all over the world. For one of our more recent international projects, we did a brand audit, then rebranded and rebuilt a website for Lincoln School, located in Kathmandu, Nepal.
Established in 1954, this innovative and progressive school had a brand that was not helping it to communicate its mission and activities effectively.
To begin the process, we undertook a detailed brand audit and held a virtual workshop to gather the thoughts of the leadership team at Lincoln. Then we conducted thorough research on the school’s history and studied extensively about the culture of Nepal.
One of the biggest problems with the previous school logo was that people often found it hard to apply. This was because there were no clear application guidelines and the school didn’t have a proper set of vector files. As a result, the logo was used inconsistently, potentially confusing people about Lincoln School’s identity.
A potent positioning statement
The creative team at Paradigm began by making a number of trips to Hakone. We met with and interviewed some of the local artisans and merchants who would have an ongoing relationship with the hotel.
Then, we created a key positioning statement as well as copy for the entire site. We began with English, then translated everything to Japanese, Chinese, and Korean.
