Scope, role, and timeframe.
ClientDaffodil Group
SectorEducation · Conglomerate
Timeframe2018 — 2020
ScopeGroup · 360° brand & digital
RoleHead of Brand & Digital
Outcome1,500+ youth leaders trained across districts through Camp for Life, and a unified group digital presence.
The situation.
Daffodil Group is a Bangladeshi conglomerate with a strong educational foundation and a portfolio that had grown faster than the brand. The brand and digital footprint belonged to a smaller company than the actual group.
The decision.
Treat the digital transformation as a brand exercise first and a technology exercise second. The decision was to anchor the new brand on the educational mission of the group — and to seed the new positioning with a programme that could carry it: Camp for Life.
The execution.
- Designed the Camp for Life curriculum and operations from a blank page
- Built a unified design system and shipped it across every group site
- Stood up a digital marketing team in-house rather than outsourcing it
What the work produced.
1,500+Youth leaders trained
across districts through Camp for Life
9Group sites unified
under a single design system
12 monthsTime to launch
from brief to unified digital footprint