Visual Language

What ALX video should show — and avoid.

Show ALX as active and real	Avoid generic visual shortcuts
They work while they learn	Never position ALX as requiring full-time commitment. Lead with flexibility.
They are sceptical of promises	Lead with proof and graduate stories, not claims.
They have limited financial margin	Price removes a barrier; it does not create motivation. Never lead with affordability.
They have diverse ambitions	Some want employment. Some want to freelance. Some want to build ventures. Messaging must encompass all pathways.
They trust peers over institutions	The community is the primary persuasion tool. A graduate’s story carries more weight than anything ALX says about itself.
They need visible outcomes	Specificity matters. Job titles, companies, salary ranges, ventures launched. Abstract transformation is not enough.

Shot Language

Tell a complete visual story with purposeful shot variety.

Set the world / environment

Show people in action

Capture emotion and focus

Hands, devices, notes, screens

Different formats. One brand system.

Hero storytelling, launches, market moments

Proof through real people and outcomes

Pathways, programmes and conversion assets

Short-form, mobile-native, sound-off ready

Thought leadership, impact, expert voices

Fast, authentic, clear and usable