NTI - Redefining AI Education in Vietnam
Introduction
New Turing Institute (NTI), a pioneering AI education and research hub based in Vietnam, partnered with Papers & Pens to articulate a bold new vision. What started as a request for marketing guidance expanded into a complete strategic engagement, including brand repositioning, messaging, and digital infrastructure to support their mission of shaping the next generation of AI talent.
/ Platform
Figma
2x
Inquiries for enrollment
+3
New academic partnerships initiated within the first 2 months
+1000
Visitors to the new research article hub within 30 days
Background
NTI is not just another educational institution. It operates at the intersection of applied AI research, elite technical training, and public discourse. However, their brand, web presence, and go-to-market strategy did not reflect the sophistication of their curriculum, community, or ambitions.
Papers & Pens was engaged to craft a strategic narrative and user experience that would make NTI’s transformative vision visible, credible, and compelling.
Goals and Objectives
- Establish NTI as the premier AI education brand in Vietnam
- Develop a clear positioning and messaging strategy to engage students, researchers, and industry leaders
- Redesign the website and digital touch-points to reflect NTI’s authority and relevance
- Create high-impact content to support enrollment, partnerships, and public awareness
Research & Analysis
Audience Mapping
NTI’s unique challenge was appealing to three very different audiences:
Elite technical students
- Academic and corporate partners
- The general public is interested in the future of AI.
Stakeholder Interviews
Discussions with NTI’s founding team, instructors, and students revealed a strong internal vision but a weak external perception.
Market Analysis
Vietnam’s AI education landscape is growing fast, but lacks institutions with NTI’s combination of academic rigor, real-world application, and global perspective.
Design Process
Concept Development
The design direction was inspired by modern academic institutions—sophisticated, structured, and digitally fluent.
Content and UX Integration
Thoughtful storytelling and UX elements brought NTI’s mission to life without overwhelming the user.
Implementation
Technologies Used
- Custom CMS for content scalability
- Integrated CRM and application funnels
- Modular design system for internal team use
Content and Visual Identity
- New brand system including color palette, type, and visual language
- Messaging guidebook and tone-of-voice system
- Content playbooks for thought leadership and events
Results
Outcomes
- Website bounce rate dropped significantly
- Increased engagement with long-form content and course pages
- Elevated credibility with international partners and sponsors
Conclusion
The New Turing Institute was never short on vision—but needed a partner who could translate that vision into digital strategy, clear messaging, and scalable content. Papers & Pens helped NTI move from invisible to undeniable, building a brand foundation that will support its continued growth and influence in Vietnam’s AI ecosystem.
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