Richfield
Richfield had spent more than 30 years building a reputation as a private higher education provider focused on accessibility and employability. But as the institution evolved, its digital presence no longer reflected the scale of its ambition.
The brand underwent a full repositioning in partnership with So Interactive and Ipsos, with the new website serving as the first market-facing expression of that shift.
We structured the platform around the realities of the higher education decision process in South Africa, where prospective students, parents, and employers all play a role. The key challenge was to create a story that could speak to each of these audiences without fragmenting the brand.
Messaging framework
I shaped the messaging framework that introduced Richfield’s new brand positioning, translating the institution’s transformation into a clear story.
User journey
Working with the UX team at So Interactive, I developed the content structure and messaging hierarchy to support intuitive navigation.
Agency: So Interactive
Executive Creative Director: Darren Mansour
Account Management: Michelle Megaw, Gabi Erhardt
UX Design: Elda Bredenkamp
Strategy & Copy: Diona Stevic Marinko
Brand positioning
I took the repositioning work done with Ipsos and So Interactive and translated it into a consumer-facing brand narrative that could live on the website and beyond.
Copywriting
I led the copywriting across the website, including hero messaging, programme pages, conversion pages, trust signals, FAQs, and microcopy.