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English Live Japan

Project: Banner concept and design

Client: EF English Live Japan

Role: Designer

Date: December 2019

The global banner ads weren't converting in Japan. Rather than simply localise the existing creative, I worked closely with the Japanese market manager from strategy through to delivery. Researching local digital design conventions before a single pixel was moved.

The findings were clear: Japanese digital advertising follows fundamentally different visual rules. More text, not less. Tighter spacing. Content pushed to the edges of the frame. A significant departure from European layout instincts, but the data supported it. Designed solo in four days.

Results: An immediate 16% increase in conversions, that held consistently throughout the campaign lifetime.