A Spanish language school in Sydney’s inner west had everything going for it. Its regular evening classes were always packed, thanks to a vivacious Argentinian head teacher and a great location in a converted ceramics factory.

But it was saddled with a generic business name: Spanish Classes. Without a strong SEO hook, it gradually struggled to attract new enrolments online.

Our challenge was to come up with a new, memorable name and brand that captured the verve and cheek of the classroom atmosphere.

Introducing Yo! Spanish.

To make the most of a marketing budget of exactly nada, we concentrated on Instagram. Illustrations were made from colour-wonked close-ups of the classroom environment. Scuzzy concrete. Shiny leather cushions. Astroturf.

Two series of educational Instagram posts evolved: ‘A Spanish Alphabet’ and ‘The Gringos Guide to Spanish’. Accompanying graphics were made in a collaged style – fast, spontaneous, playful, imperfect. They not only differentiated Yo! Spanish from the clip-art graphics used by other Sydney schools, they helped potential students imagine that their lessons weren’t likely to be so daunting after all.