Style & Design Book

NEXT U BRAND GUIDELINES A guide to a comprehensive visual system

- August 2016 NEXT U Style Guide |

1

Next U Brand Statement Our Story Mission Vision Value Platform Features Big Outcomes

TA B L E OF CONTENTS

2

| Style Guide NEXT U

4-11

Section I | Logo Brand Do’s and Don’ts

13-15

Section II | Voice Next U Personality Tone of Voice Section III | Colors Primary Secondary Do’s and Don’ts

17-21 23-27

Section IV | Typography Typography Description Secondary Typeface Typography Style Typography Chart

29-33

Section V | Photography People Product

35-39

Section VI | Persona The Call Center Rep The Business Owner The Student The Do-It-All Encyclopedia The Entrepreneur

41-53

Section VII | Product Digital Marketing Web Developer Android Developer iOS Developer JavaScript Developer

55-65

NEXT U Style Guide |

3

NEXT U STORY Since 2013, Next U is one of the fastest growing online educational institutions in Latin America. Co-founded by Andres Moreno, CEO and founder of Open English, Next U is a project to form competent professionals providing the tools needed to succed in challenging and ever changing areas.

4

| Style Guide NEXT U

NEXT U Style Guide |

5

MISSION To provide spanish speaking people across the globe, universal access to the most effective and affordable educational platform, equipped with relevant courses for today’s demanding economy.

6

| Style Guide NEXT U

NEXT U Style Guide |

7

POSITIONING Next U is an immersive e-learning platform preparing the next generation of digital and tech experts with the most in-demand skills for today’s workforce.

8

| Style Guide NEXT U

NEXT U Style Guide |

9

P L AT F O R M F E AT U R E S : - Courses developed by industry leaders.

- Unlimited access – 24 hours a day.

- Learn at your own pace.

- More than 450 hours of exercises.

- One-on-one tutors available.

- Courses in Spanish.

- Certificates.

- LinkedIN recognition.

- Portfolio building experience.

BIG OUTCOMES: - Increase your income.

- Advance your profession.

- Change your career.

10

| Style Guide NEXT U

NEXT U Style Guide |

11

BIG OUTCOMES: - Increase your income.

- Advance your profession.

- Change your career.

12

| Style Guide NEXT U

NEXT U Style Guide |

13

SECTION II

Our Voice 14

| Style Guide NEXT U

NEXT U Style Guide |

15

SECTION II | VOICE

SECTION II | VOICE

Tone/Voice

Tone/Voice

Brand personality The Next U brand persona is defined as an intelligent and witty young man who is passionate about technology and is characterized as a reflection of modern cultural expressions and dynamics.

What we are. What we aren’t WE ARE

WE ARE NOT

Innovative Intelligent Modern Curious Integral

Traditionalists Boring Old Fashioned Static Messy/Disorganized

We are deeply committed to our students and staff at Next U and our vision is based on the success that defines our values as a company.

Tone of voice Despite it’s technical components, The Next U voice will consist of simple language and the different tones will be assigned according to:

The tone of informality will be defined by a scale from 1to 5: 1 being completely informal and 5 completely formal

INFORMAL

1

2

3

4

5

FORMAL

Tone of voice Learning Platform PURPOSE

Educate

TONE OF FORMALITY

CHARACTER

4

Educational Instructive Explanatory Indicative Direct

• Communication purposes: Inform | Persuade | Awareness | Education | Entertain | Sell | Engagement • The communication channel: Mass media, social networks or education platform:

Web Page PURPOSE

TONE OF FORMALITY

CHARACTER

3

Explanatory Informative Emotional Direct

Learning Platform | Web Page | Blog | Corporate Communications | Facebook | Twitter | LinkedIn Instagram | Ads • Adjusting the individual character of communication for each one: Personal | Explanatory | Fun | Educational | Instructive | Direct | indicative | Informative

16

| Style Guide NEXT U

Inform Persuade Sell

NEXT U Style Guide |

17

SECTION II | VOICE

SECTION II | VOICE

Tone/Voice

Tone/Voice

Blog PURPOSE

Engagement Inform Persuade Awareness Communicate Sell

TONE OF FORMALITY

Facebook CHARACTER

Informative Personal Educational Emotional Indicative

3-4

Tone of mark

PURPOSE

Engagement Inform Persuade Awareness Sell Entertain

TONE OF FORMALITY

CHARACTER

3-4

Informative Explanatory Emotional Direct

Engagement Inform Persuade Sell

LinkedIn PURPOSE

Engagement Inform Persuade Sell

18

| Style Guide NEXT U

2-3

Personal Emotional Fun Direct Indicative Informative

Twitter PURPOSE

Awareness Concientizar Inform Persuade Sell

CHARACTER

Tone of mark

Corporate communications / ADS PURPOSE

TONE OF FORMALITY

TONE OF FORMALITY

CHARACTER

3-4

Personal Emotional Direct Indicative Informative

Instagram

TONE OF FORMALITY

CHARACTER

4

Personal Direct Indicative Informative

PURPOSE

Engagement Entertain Persuade Sell

TONE OF FORMALITY

CHARACTER

2-3

Personal Emotional Direct Fun Informative

NEXT U Style Guide |

19

SECTION I

Our Logotype

20

| Style Guide NEXT U

NEXT U Style Guide |

21

SECTION I | LOGO

SECTION I | LOGO

Our Brand

Our Brand

The Next U Logo Our logo is the touchstone of our brand and one of our most valuable assets. Our logo not only represent our business, but also endorses our products and services.

Our logo is modern, disruptive and welcoming. It draws upon the heritage of our brand values, typeface and colors. The logo has two components: - Letters in sanseriff for fluidness and simplicity.

- Underscore as a symbol of our intricate relationship to technology and to the world wide web.

Full color version

Proper Logo Usage: - We respect the logo by giving it some space. The minimum clear space is 1/3 of the logo’s width.

Reccomended on light or white backgrounds

1/3 x

Plain white with any of oursolid color backgrounds.

Logotype

Incorrect Logo Usage: 1/3 x

- No other logo, type or graphic element should infringe on it’s space.

Minimun size - In print, the logo should never appear smaller than 1” (25 mm).

On -screen, it must appear at least 80 pixels wide.

- Scale and proportion are determined by the available space, aesthetics, funtion, and visibility.

Registration marks In marketing, registration marks on the logo are not necessary.

22

| Style Guide NEXT U

Don’t change the symbol-logotype relationship.

Don’t place the logo on backgrounds that provide insufficient contrats.

Don’t stretch the logo.

Don’t compress the logo.

Don’t alter the color specifications of the symbol or the logotype.

Don’t add effects like shadows, dimensions and gradients to the logo.

Business partner Don’t add extra company names under or over the logo.

Logo

1/3 x

1/3 x

Don’t place the logo over busy photographic backgrounds.

New logo Don’t attach text of any kind to the symbol.

Minimum size On-screen: 80 px Print: 1” (25 mm)

NEXT U Style Guide |

23

SECTION III

Our Colors 24

| Style Guide NEXT U

NEXT U Style Guide |

25

SECTION III | COLORS

SECTION III | COLORS

Primary and Secondary

Primary and Secondary

Secondary colors Layouts should utilize the 5 core colors most frequently. Our secondary palettes of lighter and darker tints provide a wide range of supporting colors.These colors have been optimized for for screen use (RGB or HEX) or print (PMS or CMYK). USE the colors specifications provided here. Do not use the automated color conversion tools in your software.

Primary colors Our colors are part of our personality. We’re bold, daring, disruptive and modern. These colors represent that: - Green transmits stability and endurance, besides matching the color of the programming cursor.

26

| Style Guide NEXT U

CMYK 1, 2, 0, 5 PMS COOL GRAY 1

#929EA8 RGB 146, 158, 168

CMYK 13, 5, 0, 34 PMS 5497

#555555 RGB 85, 85, 85

CMYK 0, 0, 0, 66 PMS 445

#FF6600 RGB 255, 102, 0

CMYK 0, 60, 100, 0 PMS 165

#0099FF RGB 0, 153, 255

CMYK 100, 40, 0, 0 PMS 299

#B0DC00 NU ELECTRIC GREEN

- Blue is a synonim for technology and modernity and noth are fundamental aspects of our brand.

A palette of primary colors has been developed, which comprises our color scheme. The constant use of these colors contribute to a coherent and harmonious appearance of the Next U brand.

#EDECF1 RGB 237, 236, 241

176, 220, 0 20, 0, 100, 13 PMS 382

#21334d NU DEEP BLUE

33, 51, 77 57, 33, 0, 69 PMS276

NEXT U Style Guide |

27

SECTION III | COLORS

SECTION III | COLORS

Primary and Secondary

Primary and Secondary

Colors ratio This text is hard to read.

Use the chart to guide you in balancing core and highlight colors in Next U branded materials.

Color balance - Use these colors to identify each school Use our primary colors for a consistent platform that allows other deisgn elements.

- Case by case, color ratio depends on the individual application.

- Use the chart to the right to make sure you’re balancing our colors correctly.

Primary colors

Secondary colors

Avoid low-contrast color combinations.

Incorrect Use of Color Here are some sample cases that displays the incorrect use of the colors. Please follow these examples and stay clear from these mistakes.

Don’t repeat colors in ways that create a “Checkboard” effect

Too many colors in one text area.

Don’t use more than two colors in a single text grouping.

This is a 20% tint of NU lighter green.

Don’t tint the brand colors.Choose a color from the secondary palette: White, black or gray if the core colors aren’t sufficient.

28

| Style Guide NEXT U

NEXT U Style Guide |

29

SECTION IV

Our Typography

30

| Style Guide NEXT U

NEXT U Style Guide |

31

SECTION IV | TYPOGRAPHY

SECTION IV | TYPOGRAPHY

Typeface/typography

Typeface/typography

Primary Typeface

Secondary Typeface

Typography is a key element to communicate a unified the Next U personality. We have selected Open Sans and Montserrat as our main fonts. Keep typography simple, don’t overcrowd layouts and don’t use too many type sizes. Use weight to draw emphasis instead.

The main purpose of using this typeface is to add variety in our marketing and social media materials.

Open Sans

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Tone Confident, serious progressive and modern

Light

Aa Tone Contemporary, modest, technical Best used in Headlines, body, copy Available in Google.com/fonts/

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

32

| Style Guide NEXT U

Lato

Best used in Headlines, subheading Available in Google.com/fonts/

Aa Tone Contemporary, modest, technical Best used in Headlines, body, copy Available in Google.com/fonts/

Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Montserrat Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

NEXT U Style Guide |

33

SECTION IV | TYPOGRAPHY

SECTION IV | TYPOGRAPHY

Typeface/typography

Typeface/typography

Typography Style Heading Open Sans bold 24-30pt / no tracking / leading 24pt

Subtitle Open Sans light 18-24pt / no tracking / leading 21pt

Body Open Sans 12-16pt / no tracking / leading 14.pt

Typography Tone Chart Lorem ipsum dolor sit amet consectetur

Tetur adipiscing elit, sed do eiusmod tempor incididunt ut labore

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do.

Here is a chart to help in determining what typeface, weight and case should be chosen, depending on the aesthetic direction of a given design.

There is a wide range of emotional expression available through typography.

Informative | Casual Lato light Lato regular Lato bold

Marketing | Social Media Open sans light Open sans Regular Open sans Bold Montserrat regular Montserrat bold

Call to Action | Strong Bullet points Open Sans 14-18pt / no tracking / leading 16pt

Quotes Open Sans 14-18pt / no tracking / leading 21pt

34

| Style Guide NEXT U

Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet

“Tetur adipiscing elit, sed do eiusmod tempor incididunt ut labore�.

Open Sans bold Open Sans black Open sans bold Open sans extrabold Montserrat bold

NEXT U Style Guide |

35

SECTION V

Our Photography 36

| Style Guide NEXT U

NEXT U Style Guide |

37

SECTION V | PHOTOGRAPHY

SECTION V | PHOTOGRAPHY

People/product

People/product

Next U imagery Next U uses inspiring photography in order to communicate the brand images to the audience.

Therefore, both in house-and purchased stock images must comply with the following rules: 1. You must own the artwork copyright.

2. The photo must be of high quality.

Photography Style:

PhotographyPeople: Description - You may choose only professional images.

Description

- People on the images must have a modern, casual-dressed look.

- You may choose any images with a meaningful concept.

- The background must be solid or blurred.

- Choose related images with context of design or message.

- People on the images must have a positive facial expression.

No negative emotions.

- The background must be Weither solid or blurred.

- Use the rule of thirds.

Color

Color

- Deep, rich colors.

- No washed-out tones.

- Correct white balancing.

- Modern and relaxed.

- Tech related.

- Deep, rich colors.

- No washed-out tones.

- Correct white balancing.

Tone

Friendly.

Fresh.

Inspiring.

Aspiring Bold.

Confident.

Professional.

Friendly.

Fresh.

Inspiring.

Bold.

Confident.

Professional.

38

| Style Guide NEXT U

Tone

NEXT U Style Guide |

39

SECTION V | PHOTOGRAPHY

SECTION V | PHOTOGRAPHY

People/product

People/product

Illustrations to communicate Product Photography The Next U platform was builded with the latest technology.

Please contact fiorella.jimenez@nextu.com in order to get imagery from our learning platform.

Illustrations is an engaging way to convey ideas and tell stories. It should always have a purpose and never be used as decoration. Illustrations can be an effective solution when photography isn’t available or if you want to create an even more distintive impression, but always do so within the NextU visual identity family.

- Illustrations tell stories and convey ideas.

- They are simple and made out of geometric shapes.

- Use flat colors from the Next U palette.

- Use illustration when photography doesn’t work.

- Illustrations should be witty but not cartoonish.

- They are vector-based artwork.

- Never use illustrations as decoration.

PhotographyDont’s: Avoid off-brand treatments The following is a short list of what to avoid when using images to display the Next U style, people, or product.

- Emotionless images.

- Device-focused images that are not part of a bigger human story.

- Cliché scenarios or contrived settings.

- Staged interactions.

- Obvious posing.

- Bland color.

- Obvious post-productions or Photoshop effects.

40

| Style Guide NEXT U

NEXT U Style Guide |

41

SECTION VI

Our Personas

42

| Style Guide NEXT U

NEXT U Style Guide |

43

SECTION VI | PERSONAS The call center rep

AGE

PERSONAL LIFE

YEARS IN ROLE

DEVICES AND OS

Single

6

Windows & Android

24

ENGLISH LEVEL

BASIC

Carlos

The Call Center Rep

I N T E R M E D I AT E

Carlos makes approximately $600 per month wich provides him with enough disposable income to purchase online education.

However, Carlos is very cautios on how he spends his money since he’s planning to move out on his own and having enough savings for his future family. Carlos knows learning technology will benefit him, and because he has a full time job he believes online classes are his best option. He has already tried some free tools and YouTube videos.

44

| Style Guide NEXT U

HIGH

LOW

SOCIAL MEDIA

HIGH

LOW

LOW

ABILITY TO SPEND TIME ON LEARNING LOW

He grew up and still lives in a low income neighborhood in a big city in Latin America. He uses public transportation to commnute.

FLUENT

WEB USAGE

“Getting a technology certificate will give me better employment choice!”

Carlos works as a call center representative in a mid-sized call center in Latin America. He is engaged and thinking about starting a family, so he wants to get a better job. He lives with his parents and siblings.

TECHNICAL SAVINESS

HIGH

SOCIO ECONOMIC LEVEL HIGH

LOW

HIGH

B R A N D R E L AT I O N S H I P

PASSION/INTERESTS

None beyond having seen ads and perhaps a commercial.

Entertaiment, friends, technology, movies, sports.

THE CHALLENGE

THE GOALS

- Very little technical knowledge.

- Limited time and income.

- Become competent in technology.

- Get a better job and move out of thecall center.

- Improve his wages by 30% or more.

NEXT U Style Guide |

45

SECTION VI | PERSONAS The business owner

AGE

35

PERSONAL LIFE

YEARS IN ROLE

DEVICES AND OS

Married with 1 child

12

iOS

ENGLISH LEVEL

Bruno

BASIC

The Business Owner “I need great employees to grow my business!”

Bruno is a well educated small business owner in Latin America. He is married and has one child. His wife is a stay-at-home mom. He makes approximately $5,000 per month which provides enough disposable income for travel, shopping, and other interests. He lives in a nice neighborhood where his children go to private school and are taught English.

Bruno is trying to keep building his business by continuing to develop his employees.

Bruno lives in a big city in Latin America where he owns a house and a car in an upper-middle class neighbor.

Education Level Bruno attended a good university paid by his parents and obtained a bachelor degree not related to technology or business.

46

| Style Guide NEXT U

TECHNICAL SAVINESS

I N T E R M E D I AT E

FLUENT

WEB USAGE

SOCIAL MEDIA

HIGH

LOW

LOW

ABILITY TO SPEND TIME ON LEARNING LOW

HIGH

LOW

HIGH

SOCIAL ECONOMIC LEVEL HIGH

LOW

HIGH

B R A N D R E L AT I O N S H I P

PASSION/INTERESTS

Has seen the commercials on TV but has no experience with the brand.

Technology, sports, his family and his business.

THE CHALLENGE

THE GOALS

- Needs cost-effective skill training for his employees.

- Employees have limited time to spend on training.

- Train and certify his employees in technology skills.

- Get the employees up to speed in a more effective manner than traditional class rooms.

NEXT U Style Guide |

47

SECTION VI | PERSONAS The student

AGE

PERSONAL LIFE

YEARS IN ROLE

DEVICES AND OS

Single

3-4

Windows & Android

20

ENGLISH LEVEL

Samuel

I N T E R M E D I AT E

BASIC

The Student “Getting a technology certificate will help me with my portfolio. That way I’ll be able to stand out and get a better job when I graduate!”

Samuel is a full-time student in Latin America studying systems engineering. He is looking for a differentiator from his classmates to get a job upon graduation.

He lives with his parents and siblings.

Samuel believes that getting more experience will help him build a portfolio that stands out in the eyes of potential employers.

TECHNICAL SAVINESS

FLUENT

WEB USAGE

SOCIAL MEDIA

HIGH

LOW

LOW

ABILITY TO SPEND TIME ON LEARNING LOW

HIGH

LOW

HIGH

SOCIO ECONOMIC LEVEL HIGH

LOW

HIGH

B R A N D R E L AT I O N S H I P

PASSION/INTERESTS

None beyond having seen ads and perhaps a commercial.

Entertainment, friends, technology, sports.

THE CHALLENGE

THE GOALS

- Limited income and time.

- Internet accessibility.

- Get a great job coming out of school.

- Standout from his school classmates.

He grew up and still lives in an upper middle-class neighborhood. He lives in a big city in Latin America where he most likely owns a car or borrow the family car to commute.

Samuel doesn’t have a job, but his parents help him. If he can convince his dad, he would get money for an online technology certification. However, Samuel has to be very cautious with his choices.

48

| Style Guide NEXT U

NEXT U Style Guide |

49

SECTION VI | PERSONAS The do it all

AGE

PERSONAL LIFE

YEARS IN ROLE

DEVICES AND OS

Single

5

iOS

26

Dario

ENGLISH LEVEL

The Do-It-All

I N T E R M E D I AT E

BASIC

“I need to learn other areas of the business in order to get promoted!”

Dario works as a SEM associate in a large sized company in Latin America. Dario knows that in order to get promoted he needs to expand his expertise so he can speak about different topics and manage a team successfully.

TECHNICAL SAVINESS

FLUENT

WEB USAGE

SOCIAL MEDIA

HIGH

LOW

LOW

ABILITY TO SPEND TIME ON LEARNING LOW

HIGH

LOW

HIGH

SOCIO ECONOMIC LEVEL HIGH

LOW

HIGH

He grew up and still lives in a mid income neighborhood in a big city in Latin America.

He uses public transportation to commute.

Dario makes approximately $800 per month which provides him with enough disposable income to purchase online education.

Dario knows learning another specialization on his field will benefit him. Because he has a full time job, he believes online classes are his best option. His biggest concern is about the content taught in classes and how to ensure he will actually learn about all areas of his degree.

Dario lives in a big city in Latam Education Level Dario attended a good university paid for by his parents and has a Bachelors degree.

50

| Style Guide NEXT U

B R A N D R E L AT I O N S H I P

PASSION/INTERESTS

- Has seen the commercials on TV but has no experience with the brand.

- Follows Andres Moreno.

Technology, sports and his family.

THE CHALLENGE

THE GOALS

- Rapid career advancement.

- Get the knowledge to manage a very diverse team.

NEXT U Style Guide |

51

SECTION VQ | PERSONAS Encyclopedia

AGE

40

Elena

Encyclopedia

PERSONAL LIFE

YEARS IN ROLE

DEVICES AND OS

Married

20

iOS

ENGLISH LEVEL

BASIC

“I went to school too long ago and now I’m outdated”

I N T E R M E D I AT E

Elena is married and has three children. She lives in a mid-high income neighborhood in a big city of Latin America where her children go to a private school and are taught English.

Elena makes approximately $1000 per month which provides her with enough disposable income to purchase online education.

Because she has a full time job and a family, she believes online classes are her best option. Her biggest concern is the content taught in class and scheduling.

Elena lives in a big city inLatin America.

Education Level Elena attended a good university about 10-15 years ago paid for by her parents and has a Bachelors Degree in Marketing or a related field.

52

| Style Guide NEXT U

FLUENT

SOCIAL MEDIA

HIGH

LOW

ABILITY TO SPEND TIME ON LEARNING LOW

HIGH

LOW

WEB USAGE

LOW

Elena works as a SEM Director in a large sized company inLatin America. Elena knows that in order to keep her job and to better lead her team she needs to stay up-to-date with industry changes and growth.

TECHNICAL SAVINESS

HIGH

SOCIO ECONOMIC LEVEL HIGH

LOW

HIGH

B R A N D R E L AT I O N S H I P

PASSION/INTERESTS

- Has seen the commercials on TV but has no experience with the brand.

- Follows Andres Moreno.

Family, arts and travel.

THE CHALLENGE

THE GOALS

Constant industry updates/ changes.

Stay up-to-date with industry changes.

NEXT U Style Guide |

53

SECTION VI | PERSONAS The entrepreneur

AGE

33

PERSONAL LIFE

YEARS IN ROLE

DEVICES AND OS

Married

12

Windows/ iOS

Eduardo

The Entrepreneur “I need to learn the skills needed to run my business and cut expenses where possible!”

Eduardo works as a full-time employee for an e-commerce company in Latin America but dreams of starting his own company. He has already started a profitable small business on his free time.

He is married with no children yet. His wife helps him run his small business. He makes approximately $900 per month which provides him enough disposable income for shopping and other interests. However, Eduardo is currently trying to grow and reinvest money on his own business. He wants to learn how to properly manage his website and market his business himself to cut costs.

ENGLISH LEVEL

BASIC

I N T E R M E D I AT E

TECHNICAL SAVINESS

FLUENT

WEB USAGE

SOCIAL MEDIA

HIGH

LOW

LOW

ABILITY TO SPEND TIME ON LEARNING LOW

HIGH

LOW

HIGH

SOCIO ECONOMIC LEVEL HIGH

LOW

HIGH

B R A N D R E L AT I O N S H I P

PASSION/INTERESTS

- Has seen the commercials on TV but has no experience with the brand.

- Follows Andres Moreno.

Technology, sports, his family, and his business.

He lives in a nice middle-class neighborhood in a big city in Latin America. He owns a house and a car.

Education Level Eduardo attended a good university paid for by his parents and has a Bachelors degree.

54

| Style Guide NEXT U

THE CHALLENGE

THE GOALS

Needs cost-effective skills to be multifunctional.

- Manage his own business.

- Reduce costs.

NEXT U Style Guide |

55

SECTION VII

Our Product 56

| Style Guide NEXT U

NEXT U Style Guide |

57

SECTION VII | PRODUCT Marketing Digital

Digital Marketing The Digital Marketing certificate takes our student’s professional profile to the next level.

PROGRAM MISSION:

PROGRAM POSITIONING:

To give our students the tools needed to succesfully implement marketing strategies in digital platforms.

Position ourselves as the best option available to develop digital and marketing leaders.

Internet has changed the way we do things. Among those things, it has created a new space for businesses and consumers, transforming the purchasing dynamics and the service channels. In order to generate results today, we need to inform the client, give him/her access, make things easy for them, and get to where the client is in the precise moment he/she is making the the decision to purchase.

TA R G E T AU D I E N C E :

W I T H T H I S C E RT I F I C AT I O N , T H E S T U D E N T W I L L H AV E T H E ABILITY TO:

Digital Marketing

- Diagnose and assess the current situation of interest: market, product, service, company, etc.

58

- Develop, justify and implement successful digital marketing strategies and aligned with business objectives.

- Professionals who want to transition into the digital world.

- Digital Marketers who need to update themselves and keep up with with the industry’s recent changes.

- Marketers who want to deepen their knowledge in the digital market area for professional growth purposes.

- Ages: 20 - 45.

- Purchasing power Medium to Medium High.

- Personas: David (Do it All) | Eduardo (Entrepreneur) | Gloria (Generation Y)

- Optimize campaigns and budgets, achieving the desired objectives.

- Evaluate and measure the impact and results of of different strategies, using the tools, platforms and appropriate digital media.

D I G I TA L M A R K E T I N G O F F E R S YO U E I G H T G E N E R A L CO U R S E S :

Course 1. Fundamentals of Traditional and Digital Marketing Course 2. Marketing in Social Networks Course 3. Web Analytics Course 4. Content Design Course 5. SEO - SEM Course 6. Advertising Standards in Digital Media Course 7. Email Marketing Course 8. Digital Marketing Plan

| Style Guide NEXT U

VALUE PROPOSITION:

- Knowledge of Digital Marketing applicable in the international market (USA., Canada and Europe) - Spanish- speaking online tutors.

- Certification recognized by the business’s sector.

- Real life, practical activities in different Industry sectors and business sizes.

- Portfolio creation to quickly access the professional market.

- Prepare for Industry certifications like Google AdWords.

KEY MESSAGE:

Take your career to the next level and become a leader of the new generation of business and digital marketing NEXT U Style Guide |

59

SECTION VII | PRODUCT Web developer

Web Developer The Web Development Program will give you the tools you need to become a Junior Web Developer through learning activities carefully created, . This classes will allow you to explore methodologies and technologies for the construction of responsive, dynamic and highly interactive websites. You’ll create a calculator,develope periodic tables, search engines, mind-challenging games and you’ll have a chance to design a website, among other things.

PROGRAM MISSION:

PROGRAM POSITIONING:

To give our students the tools they need to create and design web pages that will match the highest standards in the Web Development industry.

The most complete learning option for people who want to transition into the technology industry and improve their socio-economic status in a short period of time.

TA R G E T AU D I E N C E AT T H E E N D O F T H E P RO G R A M , T H E S T U D E N T W I L L H AV E T H E ABILITY TO:

- Identify and use different methodologies to create web sites - Understand the syntax, structure and usage of web standards - Conceptualize and build web sites for mobile devices

- People who want to transition to the technology area in a fast and effective way.

- Entrepreneurs who want to start a business and create their own web page.

- Students who want to to stand out from their counterparts from the university through an outstanding portfolio.

- Age: 20 - 35.

- Purchasing Power: Medium to Medium high.

- Personas: Cesar (Career Changer), Eduardo (Entrepreneur), Samuel (Student).

Web Developer

- Conceptualize and develop dynamic and interactive web sites

60

- Search, implement and optimize web resources according to trends.

VALUE PROPOSITION:

- Understand the relationship between website, server and the data base usage.

8 COURSES:

Course 1. HTML Fundamentals Course 2. CSS and Responsive Web Design Course 3. Front-end, Frameworks and Libraries Course 4. JavaScript Course 5. Frameworks and JavaScript Libraries Course 6. Back-end Course 7. Data Base Course 8. Tools, Build Systems and Emerging Technologies

| Style Guide NEXT U

- Intermediate knowledge (not basic) for a better job positioning. We offer immediate certification after... finishing the program.

- Construction of a portfolio through the courses, which will allow them to quickly.

- Access the labor market.

KEY MESSAGE:

Learn to create a web page from scratch with Next U and become a Junior Web Developer.

NEXT U Style Guide |

61

SECTION VII | PRODUCT Android developer

Android Developer Our Android Certification gives you the tools needed to design and implement Android applications for mobile devices. You will learn the key concepts to create interactive and dynamic Android applications, using techniques for resource and data management, background, localization, sensors, animations, graphs, multimedia and monetization.

The final Project will be the development of an application that implements all the tools acquired during the course and can be offered to any individual or company.

AT T H E E N D O F T H E P RO G R A M , T H E S T U D E N T W I L L H AV E T H E CAPABILITIES TO:

PROGRAM MISSION:

PROGRAM POSITIONING:

Enable our students to plan, prepare and build an Android application for Android Watch and Android phone from conceptualization and execution to App Store upload.

The most complete learning option to people who want to learn about the Android platform focusing on specific skills related to the needs of a company.

- Use the Java programming language to create Android apps.

- Use a development environment for Android.

- Understand the life cycle of an Android App as well as its key components.

- Design, build and publish Android apps.

Android Developer

- Design and build user interfaces for Android apps.

62

- Use external resources, intents and notifications.

- Understand and use storage persistence techniques for Android: preferences, archives, data base and content providers.

TA R G E T AU D I E N C E : :

- People who want to quickly enter into the job market.

- People who want to expand their knowledge of technology and are searching for professional growth.

- Entrepreneurs who want to start an app-based business.

- Students who want to create a portfolio and and stand out from their fellow counterparts.

- Age: 20 - 35.

- Purchasing Power: Medium to Medium high - Personas: Cesar (Career changer), David (Do-It-All), Eduardo(Entrepreneurs), Samuel(Student).

- Use web services, sensors and background processing techniques.

12 COURSES:

Course 1. Introduction to Java Course 2. Introduction to Android Developer Course 3. Architecture Course 4. Fragments and Views Course 5. Design Resources Course 6. User Interface Course 7. Persistence in Android Course 8. Storage in Android Course 9. Second level tasks Course 10. Animations Graphs and Multimedia Course 11. Localization and Sensors Course 12. User Information Course 13. Advanced Topics

| Style Guide NEXT U

VALUE PROPOSITION:

- Experience in Android Development with application on Android Watch and Android phones.

- Intermediate knowledge (not basic) for a better professional position.

- Knowledgeable Spanish -speaking Tutors.

- Portfolio creation within the courses, which will allow fast access to the job market.

KEY MESSAGE:

Reduce the testing process and create your own applications for Android products with all the confidence and experience of an expert.

NEXT U Style Guide |

63

SECTION V II | PRODUCT

iOS Developer When you obtain a certification for iOS programming you can identify many functionalities present in the most popular apps from the App Store. Expand that knowledge to create your own apps in an intuitive, simple and fun way. In each course different apps will be built, which will allow you to implement the knowledge you have acquired.

AT T H E E N D O F T H E P RO G R A M , T H E S T U D E N T W I L L H AV E T H E CAPABILITIES TO:

- Define the key concepts of Swift and iOS programming.

- Describe the creation process for iOS apps.

iOS developer

PROGRAM MISSION:

PROGRAM POSITIONING:

Guide our students in the process of planning, preparing and building iOS apps, adaptable to iPhone, iPad, Apple Watch and Apple TV going through the process of conceptualization, execution and publishing on the App Store.

The most complete learning option for people who want to learn iOS and develop specific skills for their clients’ needs.

- Recognize and implement the development of Apple functionality tools.

- Apply best practices in code development.

- Plan, prepare and build an iOS app from conceptualization to execution.

- Elaborate apps for mobile devices using Swift for and iOS platform - Elaborate practical exercises for Swift.

- Publish your own apps in the App Store.

- Elaborate programs that store data, multitask or interact with multiple web services.

iOS Developer

- Use UI Font labels.

64

TA R G E T AU D I E N C E :

- People who want to quickly transition into the technology industry.

- People who want to expand their knowledge about technology and are searching for professional growth.

- Entrepreneurs who want to start an app-based business.

- Students who want to create a portfolio and differentiate from their fellow students once graduated.

- Age: 20 - 35.

- Purchasing Power: Medium to Medium high.

- Personas: Cesar (Career Changer), David(Do-It-All), Eduardo (Entrepreneurs), Samuel (Student).

-Develop advanced graphic components -Implement interaction between sensors in mobile devices and the app T H E E I G H T D I F F E R E N T D I G I TA L M A R K E T I N G CO U R S E S O F F E R YOU THE FOLLOWING:

Course 1. Swift 2 Syntaxis Course 2. Graphic interface and Storyboard Course 3. Control Model View Course 4. Tables Course 5. Closures, Protocols, Delegates and Notifications Course 6. Maps Course 7. Connection Course 8. Persistence Course 9. Auto Layout Course 10. Publishing and Monetization Course 11. Games Course 12. CloudKit

| Style Guide NEXT U

VALUE PROPOSITION:

- Specific experience in iOS development applicable to iPhone, iPad, Apple Watch and Apple TV. - Intermediate knowledge (not basic) for better professional positioning.

- Expert Spanish–speaking tutors.

- Portfolio construction through courses which will allow fast access to job market.

KEY MESSAGE:

Reduce the testing process and create your own applications for Apple products with the confidence and experience of an expert.

NEXT U Style Guide |

65

SECTION VII | PRODUCT JavaScript developer

JavaScript Developer JavaScript is taking control of the web. Learn how to create interactive and attractive sites from end to end in our JavaScript courses. First, you will learn about the basic characteristics of programming–variables, functions and data types. . You will also learn the specific capabilities of JavaScript – how to use it to automate web pages and exchange pages swap style; how to load XML data to create AJAX applications, how to animate images and many other critical skills. Also, you will obtain a general view of the uses of JavaScript in the back-end.

AT T H E E N D O F T H E P RO G R A M , T H E S T U D E N T W I L L H AV E T H E CAPABILITIES TO:

JavaScript Developer

- Know the concepts and characteristics of JavaScript

66

- Develop complete programs using JavaScript - Use different optimization tools in the development of JavaScript programs (Node JS, Jquery and Angular JS).

- Know the concepts and characteristics of JavaScript developments on the server and on the client’s side.

- Describe the basic components of the MVC (Model View Controller).

12 COURSES:

Course 1. JavaScript: The Essential Course 2. Dom and BOM Course 3. Jquery Course 4. Jquery UI Course 5. Jquery Mobile Course 6. Angular JS Course 7. Sencha ExJS Course 8. Sencha Touch Course 9. KnockOut Course 10. BackBoneJS Course 11. NodelJS Part 1 Course 12. NodelJS Part 2

| Style Guide NEXT U

PROGRAM MISSION:

PROGRAM POSITIONING:

Serve as a Web Development specialization for students and professionals.

The most in-depth learning option for people who want to learn front-end and back- end development.

TA R G E T AU D I E N C E :

- Students or Professionals of Web Development who want to strenghten their knowledge of the front end.

- Students who want to differentiate from their fellow students from the university through an outstanding portfolio.

- Age: 20 - 40.

- Purchasing Power: medium to medium high.

- Personas: Samuel (Student), Dario(Do-It-All).

VALUE PROPOSITION:

- Knowledge of Full stack front-end and back-end.

- Construction of a portfolio through the courses, which will allow them to quickly access the labor market.

- Expert Spanish-speaking Tutors.

KEY MESSAGE:

Take your web page to the next level with JavaScript.

NEXT U Style Guide |

67

68

| Style Guide NEXT U