Newturing Institute - AI Education in Vietnam & Beyond
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
Sanity
Background
New Turing Institute (NTI) was founded by a group of entrepreneurs from Silicon Valley and has grown to include several thousand members. It is not just another educational institution; it operates at the intersection of applied AI research, elite technical training, and public discourse.
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
- Next.js, is a modern web framework for fast, SEO-ready experiences.
- Sanity CMS
- Hubspot CRM
- Chatbot generative AI
- Course registration sections are on the website.
Conclusion
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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