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While at Bandujo Advertising + Design, I helped lead a brand repositioning effort for Kumon—one of the largest after-school programs in the world. In the U.S., however, the brand struggled with awareness and perception. Parents often misunderstood what Kumon actually was, or grouped it in with traditional tutoring centers—places associated with struggle, not success.
Our job? Change that narrative.
As Managing Director, I led both the strategic and creative direction for the account. From pitch through execution, I collaborated across teams to refine our messaging, shape campaign strategy, and bring the creative to life in a way that conveyed confidence, was memorable, and unmistakably different from anything else in the category.
I ensured our work hit the mark across channels—TV, radio, digital, landing pages, email, and social—while aligning with broader brand goals. My role was part leader, part storyteller, and always focused on delivering creative that drove growth.
Rather than marketing Kumon as a place kids go to catch up, we repositioned it as the place they go to get ahead. That subtle but powerful shift reframed Kumon as a smart choice—not a sign of struggle.
We anchored the campaign around a single line, “Where Smart Kids Get Smarter,” and infused that message across every channel. The work felt proud, playful, and aspirational. It made learning look like something to be proud of—because it is.
This wasn’t just a tagline—it was a turning point. We helped Kumon go from misunderstood to magnetic. We tapped into a deep emotional truth that resonated with both parents and kids: learning is powerful. When you get the brand positioning right, everything else falls into place.
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