Harnessing ACT’s Data
to Give Young Adults (and Their Parents) More Guidance
ACT, Inc., best known for the ACT test, knew they needed to expand their offerings to stay relevant, and they had a wealth of data to leverage. Our team conducted extensive research, and ultimately the client chose to focus on a segment of motivated, financially-dependent young adults (age 16-20) and their engaged parents.
Among many hypotheses formed, our team recommended that ACT develop a suite of solutions to help individuals discover new opportunities that intersect with their passions and abilities.
Setting the Mood
Through personalized interactions, regular engagement, and access to relevant sources, the vision was that this suite could help people see the value of all their experiences, uncover their true skills, and reveal new, previously unseen paths and opportunities for their future.
As we started considering how to position, name, and brand this suite of solutions, I envisioned two themes and created the following mood boards. I also selected and included possible naming options the team (including myself) had generated during a brainstorm session.
Internally, we decided to recommend and proceed with the Discover mood board. I really gravitated toward one line in particular that our lead copywriter came up with: From A to Beyond. I wanted to pursue that notion, so we teamed up to create the following ads. I developed the visual idea, design, and layout, and the copywriter provided the messaging.
