Becoming one of the world’s most trusted platforms for IELTS learning.
Role
Co-Founder, Creative Lead, Content Producer
Medium
Video series + learning design
Deliverables
100+ video modules, Brand Manual
The project
I was one of three co-founders of IELTS Daily, a global online education platform helping students prepare for the IELTS exam for study, migration and employment opportunities overseas.
As Creative Director and Digital Content Producer, I led the platform’s visual identity, video production and educational content strategy.
Together, we built one of the world’s largest independent IELTS education brands, producing premium-quality educational content for a global audience, primarily across Asia.
The platform grew to:
- 1.13 million YouTube subscribers
- 738,000 Facebook followers
- 35,000 followers on Bilibili
- Multiple videos with more than 1 million views
- Top-performing videos reaching 10 million and 7.4 million views
- A successful app launch in China
The Challenge
The IELTS education market was crowded with low-quality, classroom-style content and poor production value.
At the same time, millions of learners around the world were using IELTS as a pathway to migration, university entry and employment opportunities.
We identified a major opportunity to create a trusted, high-quality educational brand – particularly for Chinese learners, where few IELTS education platforms offered polished, high-quality online content.
My Role
I worked across creative, production and brand strategy roles, including:
- Creative Director
- Digital Content Producer
- Video Producer & Editor
- Visual Identity Designer
- Brand Strategist
My work included:
- Working closely with the lead IELTS educator to adapt classroom-based lessons into engaging scripted video content
- Directing and editing educational video content
- Creating graphics, motion design and YouTube-first content strategies
- Developing the visual identity and branding
The Approach
A core part of our strategy was treating IELTS Daily as a content-driven digital media platform, not simply an education provider.
Our focus was on:
- Premium production quality
- Strong visual communication
- Clear and engaging educational design
- Platform-native content strategies
- Accessibility for non-native English speakers
Lessons were designed to combine engaging visual storytelling with clear, credible educational outcomes.
Results
IELTS Daily developed into a thriving international learning community with large-scale organic reach across YouTube, Facebook and Chinese platforms. It combined education, branding, storytelling and digital strategy to create meaningful impact at scale.
The brand became recognised for producing some of the highest-quality IELTS educational content available online while helping learners around the world prepare for major life opportunities through education and migration.