Website redesign, photography and content strategy
Hobby Language is a small language academy in Madrid’s historic Barrio de la Letras. During our meeting Rafa, the owner & teacher, began talking about his passion for teaching, travel, meeting and showing people around Madrid. It was clear from the beginning that his small groups and personal approach to teaching should be the focus of the design.
COLOR & TYPOGRAPHY
While Hobby Languages’ website was clearly outdate, Rafa wanted to keep the logo. So the challenge was to make the Hobby Language brand look fresh and modern, maintaining the already established color schemed. I decided to use the old logo’s color scheme as the primary colors, but switched out the yellow for bright Orange to add vibrancy.
With the typography, the idea was to contrast the logo’s typography with the sharp edges of the Poppins sans serif font and compliment that with the Playfair Display Black serif.
Rafa prefers to work with small groups; his classes often have six students at the most. He tailors his classes to students who want to loose their fear of public speaking, and students who want proactive classes. He also runs a Meetup group called “Walk the Talk” in which he brings together his students (plus other Spanish speakers) with international English speakers for a language exchange while they walk and learn about Madrid.
Based on that, I proposed documentary style photo shoots to highlight Rafa’s presence in the small groups, and to showcase his two main settings: the classroom, and the streets of Madrid.
The website’s design centered on the photographs to emphasize Rafa’s direct involvement in the classes. From the home page is easy to navigate to courses where the students have a quick overview of his method and the pricing tables. The idea was that the students could look at the prices first to see which one fit them better, then they get more information on each course.