A NEW LEARNING EXPERIENCE

Brand Strategy

High school students have vastly different learning demands, yet most tutoring brands focus on the same themes—performance, simplification, or results. We took a different approach, positioning this new brand as a challenger that redefines tutoring by prioritising the learning experience itself.

Rather than just measuring success by outcomes, we built a brand that blends expertise with an engaging and appealing environment—one that makes learning enjoyable and encourages students to thrive. Think ‘youth group’ for learning.

A distinct personality and a contemporary identity designed for social media and digital platforms, means the brand connects with students in a way that feels fresh, fun, and inspiring, while still reassuring parents of its credibility.

Brand Naming 

Most tutoring brands are centred around education or performance. Instead, the brand’s chosen name, Knoji, is built around the learning experience itself and captures the essence of ‘learning with a smile’. Designed to resonate with both students and parents, Knoji is short, memorable, and dynamic, reflecting a brand that makes learning appealing, and impactful. Instead of just teaching, Knoji inspires, turning education into an experience students actually enjoy.

Visual Identity

To create a relevant and inspiring brand, that resonates with both students and parents, we leveraged current and emerging creative trends. Think ‘bright and optimistic aesthetic’ with a ‘refined, professional feel’.

While Gen Z and Gen Alpha aesthetics emphasise self-expression, authenticity, and positive – it was crucial to strike a balance. Overuse would make the brand feel forced or inauthentic. By selectively incorporating elements such as bold colours, unfiltered photography, and outlined components while maintaining a professional design sensibility, we crafted something uniquely compelling.

This direction blends classic academic nostalgia with a modern, effortlessly cool aesthetic. The colour palette includes primary warm manila-folder yellow, complemented by a bold pen black, clean paper white, and a distinctive ‘magic’ lilac. Yellow dominates the brand’s materials, with purple highlights and black-and-white accents for structure. Additional colours can also be introduced as needed.

Typography follows a classic editorial style, with a semi-condensed title font lending a contemporary edge, paired with a clean, academic-style sans-serif for body text. Structured grid layouts, outlined content boxes, and neo-brutalist elements add a cool academic feel while ensuring clarity. Iconography features outlined designs with subtle shadows for depth, standing out against solid backgrounds. Hand-drawn lines, arrows, and emotive icons reinforce a playful, note-taking aesthetic.

Illustrations take inspiration from Korean style and feature customisable colours and expressive, emotive strokes that add warmth, personality, and a sense of community. Photography follows a clean, on-camera flash style, bringing vibrancy and relatability, akin to candid moments with friends. Cutout images further enhance this dynamic, breaking out of structured layouts to represent “out-of-the-box” learning.

This refined yet energetic design language ensures that Knoji is both engaging and aspirational—bridging the gap between academic excellence and an immersive, student-centred learning experience.