Jibbit | Faber-Castell
2024
From zero to GenZ: Faber-Castell AI EdTech social
Building a Gen Z social media presence & video motion strategy from scratch for Faber-Castell’s AI EdTech startup
Overview
The challenge
1. Faber-Castell’s AI Venture & 0-to-1 Brand launch
Faber-Castell, a legacy brand in education and writing tools, ventured into the AI wave by introducing Jibbit, an all-in-one AI productivity and study tool offering 24/7 AI tutoring, essay correction, study scheduling, flashcards, and a 70,000+ question bank.
Deliverables: Static Graphic Frameworks, TikTok / Instagram Reels Short-Form Videos, YouTube Long-Form Edits, Brand Motion Assets
2. The Gen Z gap: Translating AI tech for high schoolers
As a Millennial designer, I found that designing for Gen Z presented a unique creative challenge. The objective was to avoid corporate jargon or cold tech-speak and instead build a relatable, high-energy, and modern visual language that authentically engaged high school students coping with exam stress.
To transform Jibbit from an unknown tech app into an essential daily study companion, I established a structured social media strategy divided into defined post categories
Video Production
Video led growth across TikTok, Reels & YouTube
Video served as the primary growth engine across vertical short-form platforms (TikTok, Reels) and YouTube partnerships.
Reflection
Key Takeaways & Impact
Zero-to-One Social Brand Building: Successfully established Jibbit's social channels from scratch, creating a scalable content system and visual guidelines adopted across all publishing formats.
Gen Z Design Adaptation: Decoded Gen Z visual trends and consumer psychology, learning how to balance fast-paced entertainment with trustworthy educational value.
Cross-Media Execution: Seamlessly bridged graphic layout design, motion graphics, and video production to execute a multi-channel EdTech launch campaign
