The Dreama Tolle Perry brand releases a new course each year for their highly engaged painting audience. Postcards from Paris was the fourth in the releases we created for the brand. The courses are always big and provide members enormous amounts of lessons, videos, downloadables, tips and resources. Being multi-six figure launches they require launch campaigns across social media and ads to support this.
Logo design & marks
Online course design & development
Ads & promo imagery
Module design & downloads
Social media design
Processes & systems
This was the first non-oils course so it needed to appeal to both previous course users in a completely different paint medium, and new members. It also opened up the option for a wider public who enjoys travelling and journalling. The course needed to convey the value and feel like 1920s in a very modern, simple interface for an older demographic. Signups in the first day were in the hundreds and the course was exceeded client expectations and signup goals.
We custom illustrated across the course in a light, hand drawn style. The lettering was developed in the style of 1920s French posters designed to be a focus element. The color palette was developed after numerous moodboards were created from Hemingway’s Paris and drawn out from there.
We did significant hand lettering work across the brand drawing inspiration from 1920s French posters with a modern twist. Each lettering piece was in a different style and used across the course, marketing materials, collateral and adverts.
As with any product or course this is one of the key design areas to get right. The sales page for courses is always significant and includes a lot of text by the strategic copywriters to be broken down into digestible sections that convert readers to members. We split the sales area into the primary landing page and then broke away the remaining content into seperate pages for users to explore more when required. The checkout page included a checklist next to the registration to remind readers what they are getting and encourage signups and lower abandonment.
The end of the course is a big achievement for most of the students and a big part of the Dreamettes, collecting one from each course. We developed the idea to extend the course a little more for members by providing certificates with blank illustrations that could be used for watercoloring so they finish up their own look with everything they had learned.
Social media & marketing
A big part of launching this course was widely promoting it in the Instagram and Facebook feeds. We made the launch month a Paris themed month to go along with course and planned out the month of posts for the primary brand. We created numerous Instagram stories that gave more insights into the course itself, created intrigue and could be used as ads.
Course designs & development
Inside Postcards from Paris are over 15 custom designed pages and templates for use throughout the course. They include success, error & login pages and states, welcome dashboard, modules, weekly delivery, support, resources and more. Each course is developed with an extensive backend for the team to easily manage their content, new launches and members without any external assistance.