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 an overarching narrative that would speak to each of these audiences without fragmenting the brand.
The website rebuild resulted in a 119% increase in sessions (+428K YoY), 166.7% increase in page views, and 93% higher engagement time.
Messaging framework
I developed the messaging framework that anchored Richfield’s new positioning while tailoring the narrative to its key audiences of students, parents, and corporate clients.
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 translated the internal repositioning work done with Ipsos and So Interactive into a consumer-facing 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.