Crimson Education — Website & Brand System at Global Scale

Crimson Education is a global EdTech company valued at over NZ$1 billion, helping students gain admission to Ivy League, Oxbridge, and top-tier universities worldwide. Operating across 28 markets with 26 offices and 8,000+ students annually, Crimson engaged Refract to redesign their core website and roll out a refreshed brand identity at scale.

At Crimson's scale, brand consistency is an operational problem. Every market needs locally relevant content under one unified identity that justifies premium pricing — programs can cost upwards of US$25,000. The existing website and brand system couldn't keep pace with growth across new geographies and service lines.

Crimson also needed dedicated landing pages for individual programs and service lines — concurrent projects across multiple designers without losing cohesion.

Refract designed the core Crimson website — services pages, tag pages, and landing pages — alongside a scalable brand asset system built for local teams to adopt across all 28 markets. Multiple designers worked in parallel on different sections, coordinated through daily standups to hold design consistency throughout.

The rebuilt site grew from 100k monthly views to 300k+, contributing to a multi-7-figure MRR uplift — localised natively across 28 markets.