Discovery, Assessment & Website Concept Development for American International School of Guangzhou

Written By Gianna Sacco

Client: American International School of Guangzhou (AISG)
Project: Brand Discovery & Website Concept Development
Duration: 3 months

Background

AISG wanted to refresh its digital presence in a way that deeply aligned with their evolving brand positioning, community values, and strategic vision. The goal was to create not just a website, but a unifying brand concept that would serve as the foundation for AISG’s broader identity across all touchpoints.

Our Approach

We began with an in-depth discovery and assessment phase that combined research and stakeholder engagement to understand AISG’s unique culture and aspirations. This included:

  • Interviews with school leadership, faculty, parents, and students to capture diverse perspectives

  • Analysis of existing digital assets, enrollment and marketing materials, surveys and competitor landscape to identify gaps and opportunities

  • Journey mapping to understand emotional needs and decision drivers of current and prospective families

This comprehensive research informed a strategic brand positioning framework, ensuring every element of the concept would authentically reflect AISG’s core values and community spirit.

Concept Development

We developed a holistic website concept that went beyond visual design to embody the school’s identity through a narrative we called “The AISG Impact.” This overarching concept:

  • Connected to AISG’s strategic vision by highlighting transformational learning, student agency, and global citizenship

  • Expressed the school’s inclusive, diverse community and forward-thinking ethos

  • Focused heavily on impact, voice, and empowerment, ensuring every member of the community felt seen, heard, and understood

  • Understood the importance of local impact and global impact

  • Celebrated the AISG legacy and impact after graduation

  • Was designed to be scalable and adaptable as a brand platform across digital and offline channels, not just the website

Visual and messaging elements were crafted to create an engaging, welcoming experience that felt authentic to the AISG community while resonating with prospective families.

Key Touchpoints

  • Brand Positioning Alignment: Ensuring the concept reflected AISG’s mission, visions, and community values to create a unified identity

  • Emotional Storytelling: Highlighting student, teacher, caregiver and alumni impact stories that connect with families on a personal level

  • Community Voice & Empowerment: Prioritizing visibility and authentic representation so every stakeholder feels seen and heard

  • Audience-Centric Navigation: Structuring the site by key audiences, caregivers, students, teachers and staff, and alumni, to enhance usability and engagement

  • Visual Identity Foundation: Using design elements that celebrate diversity, cultural significance, innovation, and belonging

  • Scalable Brand Platform: Creating a concept that could be rolled out across marketing, communications, and community initiatives beyond the website

Outcome

The concept was embraced by AISG leadership as the cornerstone of their brand value, identity, and experience. By aligning closely with the school’s mission, visions and community, it provided a unified foundation to build consistent messaging and emotional connection across all touchpoints; digital, physical, and interpersonal, setting the stage for all future marketing, communications, and community engagement initiatives.

We were also trusted to project manage two other agencies, visual design and website development, ensuring seamless collaboration and a cohesive delivery aligned with the concept’s strategic vision.

Gianna Sacco
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