![Hero image — Vaughan Group Web Pages](https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Portada-vaughan.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=400&s=8bba566ec0bd9db9bf2a4d8a662822af 400w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Portada-vaughan.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=86af6c640951c2a41093a4d586c0ec77 600w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Portada-vaughan.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=0168a2cd61ce3f1d3dffea2632880fb0 800w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Portada-vaughan.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=dfec714e60796410ac0c1804935b9448 1000w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Portada-vaughan.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=e4bbdb800b441ef9b10bde4dead41153 1200w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Portada-vaughan.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=11f7cb3526c17fc61dac1b5cc3e3db2e 1400w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Portada-vaughan.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=2627936f10597296359da1db61a41fe9 1600w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Portada-vaughan.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=052c00071c9ceab780c40baf4735e4e6 1800w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Portada-vaughan.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=cbff5c280c468283135fe0393fe5e74e 2000w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Portada-vaughan.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=a09dc64dbdfa19f737ba9c9825f56760 2200w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Portada-vaughan.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=f243d56f8c70ff70696eed6de37d56d0 2400w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Portada-vaughan.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=931dcc503d4b62ea3805b598a0e9e43b 2600w)
Grupo Vaughan is the leading English language training company in Spain. Founded more than 40 years ago by Richard Vaughan, today, it has a large team of professionals throughout the country and an extensive list of clients. Currently, more than 380 teachers provide around 500,000 hours of training per year. The company has centres in 9 cities in Spain and currently offers 95% of its classes online. During the pandemic, Vaughan migrated from the face-to-face format to video conferencing classes with great success.
Vaughan is much more than an English academy. Its innovative spirit has allowed it to create and develop training solutions like the VaughanTown, a pioneering concept of language immersion in Spain; Vaughan Radio, Aprende inglés TV and the publication of more than 350 of its titles of didactic material.
Designit ideated the different brand alternatives based on the analysis of target needs. For the conceptual design phase, we conducted some strategic design workshops with the main stakeholders to review the different brand lines, and aligned on the best solution. The goal of redesigning a brand from a digital point of view made us create advanced designs for the brand alternatives.
![Vaughan Group — Team Brainstorm](https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-1000x750.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=08f8028f09d4f21ee6144afd393f4b7b 600w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-1000x750.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=7a6b39f1b9e0a4468516c5b601a14a3c 800w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-1000x750.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=4bad55b7fedbc39bae52c485a8b7e1d6 1000w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-1000x750.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=fb904d3d4c93b1c9f1abefd735a552d0 1200w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-1000x750.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=79b1b221103e76c882a5ce444cc9223f 1400w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-1000x750.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=cb99d98101c8aa2bd0f293ac78c1e367 1600w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-1000x750.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=20e332d59c43a847752500e25c71dbf6 1800w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-1000x750.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=ad3dbc2f7a6979285c1ae0ff0ac33bbe 2000w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-1000x750.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=9c8a05919969e107f80161f06b023b90 2200w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-1000x750.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=5e894e4ec87c920ce6bdd5fd69a6f9d7 2400w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-1000x750.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=962eebfa1e17daaf10de5ee18f171948 2600w)
Vaughan wanted to invest in its digital transformation to adapt to the new economic context and generate a clear impact on the business. This transformation began by improving its brand positioning and online experience.
The company was committed to redesigning its entire branding system carried out by Designit as a key player in the digital transformation strategy. A new user experience and brand identity adapted to new technologies that reflect the reality of Vaughan's value proposition, respecting the brand’s rich history.
The challenge was to create a solid brand that could be flexible and adaptable. For this improvement plan, we designed a new brand identity and its application to the digital environment, focusing mainly on the website.
![Vaughan Group - Brand ID Web Pages](https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-bodegon-brand-cropped2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=d26fd09ded87834b39e8c0811656cbec 600w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-bodegon-brand-cropped2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=8fe52c612fddd58715123510d9bcd8d2 800w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-bodegon-brand-cropped2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=b4ffb885e1c353450880b24811f9572a 1000w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-bodegon-brand-cropped2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=4cc3506949f20ddebbaaab8580ee0e9b 1200w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-bodegon-brand-cropped2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=84dc2c559e0d7d8c5f01520b7858dee3 1400w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-bodegon-brand-cropped2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=3c76b3d22394a2a1ff420a641e186451 1600w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-bodegon-brand-cropped2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=79eb576046cd95f099488bf51bf9ceee 1800w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-bodegon-brand-cropped2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=209419d092134cf0acef2165775b07d2 2000w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-bodegon-brand-cropped2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=3c34fcb8f6fd4ef78d794ba6da419c47 2200w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-bodegon-brand-cropped2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=316a1bb0cd0530ebbaf8b25202774353 2400w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-bodegon-brand-cropped2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=df8fd32f4d268ef505bbeff649cc09d4 2600w)
![Vaughan Group - Woman holding phone and women drinking beer](https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan_image2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=f72a010843c38f94d4599cf1dcd6c69d 600w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan_image2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=6998af11e3c66c33fa741883afddd2e2 800w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan_image2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=f77904890eebaec7c728a08eb91135cf 1000w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan_image2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=938168090632ff0820422f264265e287 1200w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan_image2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=b830cf75892bb81fb2eae54b5dd34484 1400w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan_image2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=62ca4c6804a922f0dd9436d7cbd3f955 1600w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan_image2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=7c41040083e710ee3c28bf138cc4801f 1800w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan_image2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=a59ede5cc45b6835feaa4ecf3618c0d8 2000w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan_image2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=c0b2c0da765e9ff021b756ca73f26ca5 2200w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan_image2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=4b32e2a34561745ebdc637295e9ad295 2400w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan_image2.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=265c4d50b2fa5bbf2ad0ad366cb3f0db 2600w)
The visual identity conveys the company's adaptability, as it has the most significant and most varied number of programs for learning English in the market, both for individuals and companies. The visual and verbal identity changes according to the target student segment to materialise this diversity of courses and audiences. Proof of this is the redesign of https://grupovaughan.com.
![](https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-Mobile-3_2022-10-17-215615_nhjp.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=42d49a02e20ffecb979e95a1934a8bf4 600w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-Mobile-3_2022-10-17-215615_nhjp.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=eac9beda51ccfc4246c6fbb83cbf7d50 800w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-Mobile-3_2022-10-17-215615_nhjp.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=25da0e5c9a552c3107e1f0e9291382b2 1000w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-Mobile-3_2022-10-17-215615_nhjp.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=0c963f15d470ff4a65c0f71d296b26b5 1200w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-Mobile-3_2022-10-17-215615_nhjp.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=de6b579a79ba5d478a3f5f82a335d9f0 1400w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-Mobile-3_2022-10-17-215615_nhjp.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=bac07bf25cab2bb745ce7a4f61e384e9 1600w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-Mobile-3_2022-10-17-215615_nhjp.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=dbdba78a8044a6febaee98d2370cb6e8 1800w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-Mobile-3_2022-10-17-215615_nhjp.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=37c3a22dc7f2e5f7752514ba0440a098 2000w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-Mobile-3_2022-10-17-215615_nhjp.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=457383e0e3fdd5ea9f5bdce58e872dda 2200w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-Mobile-3_2022-10-17-215615_nhjp.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=68622b03017f5d86c02774e48585fff3 2400w, https://designit-web.imgix.net/images/Case-studies/Vaughan-Group/Vaughan-Mobile-3_2022-10-17-215615_nhjp.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=2de16ce7b1bc52d387be81027fcb546d 2600w)
From September 2021, Vaughan is currently applying the new brand to all their media and building the new website with the designs, guidelines and tools we provided them with during this project.
The new brand, designed with a focus on the digital environment, and the redesign of the website, allowed Vaughan to improve its positioning in the market, expand its target audience and improve communication and engagement with potential customers.
Designit redesigned a brand in a radically different way using digital transformation strategy that includes value proposition, user experience and even internal operations and technology. The new guidelines have already been implemented into their main digital assets and affect not only to the visual assets but also to the information architecture, the interaction, the tone of voice and the content itself.
‘The step of being able to offer our programs regardless of the city where the student lives is a fundamental change for Vaughan and is allowing us to grow in cities where we did not have a presence before. In addition, the online format is working very well in our methodology, which is eminently oral and with much interaction from the students’
Jorge Serrano
Vaughan's Chief Digital Officer
Details
Client
Project team
Contact info for Ana Gonsalves
Senior Digital Designer,
Madrid
Contact info for Gurutz Gorrotxategi
UX/UI & Product Designer,
Madrid
Contact info for Jesús Sotoca
Insights and Strategy Director
Contact info for Carlos Úbeda
Get in touch
![](https://designit-web.imgix.net/images/People/Madrid/MAD-Jesus-Sotoca.jpg?auto=compress%2Cformat&crop=focalpoint&cs=srgb&fit=crop&fp-x=0.5&fp-y=0.5&h=493&q=90&w=400&s=2ec889ac7935a76b334588a0791ebf83 400w, https://designit-web.imgix.net/images/People/Madrid/MAD-Jesus-Sotoca.jpg?auto=compress%2Cformat&crop=focalpoint&cs=srgb&fit=crop&fp-x=0.5&fp-y=0.5&h=739&q=90&w=600&s=885d6df1316b4d4ae2e26cf015c56687 600w, https://designit-web.imgix.net/images/People/Madrid/MAD-Jesus-Sotoca.jpg?auto=compress%2Cformat&crop=focalpoint&cs=srgb&fit=crop&fp-x=0.5&fp-y=0.5&h=986&q=90&w=800&s=aff0ad045947050824129c47bde4512a 800w, https://designit-web.imgix.net/images/People/Madrid/MAD-Jesus-Sotoca.jpg?auto=compress%2Cformat&crop=focalpoint&cs=srgb&fit=crop&fp-x=0.5&fp-y=0.5&h=1232&q=90&w=1000&s=79d325cee6a2b9acd37f4bdf95e3da1f 1000w)
Jesús Sotoca
Insights and Strategy Director