Learning Education Rebranding

Integrated Corporate Identity

United Design Practice, a renowned design team, took on the challenge of rebranding a children's English education company to position it for the future. The project involved a comprehensive integrated approach, incorporating graphic branding, spatial design, facade treatment, signage, and wayfinding. The goal was to seamlessly integrate the brand logo with marketing communications to create a cohesive and impactful brand identity.

The inspiration for this project came from the desire to encode the brand DNA directly into every touchpoint, from branding and facade to signage, graphics, and even methodology. The team wanted to demonstrate the power of language in design, and what better way to do so than through a project for a children's English education client.

One of the unique features of this rebranding project is the incorporation of the brand logo, which consists of the letters L and E, into different words that express the core proposition, methodology, and brand values. This concept was extended to wayfinding, where phrases like "Learn English," "Love English," "Lets Enjoy," and "Lets Empower" were incorporated into signages.

The design team also focused on creating a lively and engaging environment for children. They used a mosaic pattern with soundproofing panels to resonate with the core branding and provide a visually stimulating experience. The simplicity of the graphic elements allows the brand logo to be front and center, with different word combinations understood quickly. Different color backgrounds were used to identify respective subject groups and target audiences.

The project involved designing three new schools and revamping the facades of 20 existing ones. The design team worked closely with in-house teachers and students to bring across honesty in expressions and interactions, rather than using professional models.

The rebranding project took place in Shanghai, China, from February 2017 to November 2017. Extensive research, including stakeholder interviews, market studies, visual audits, and consumer journey studies, was conducted to generate insights and identify design opportunities. The team also delved into the client's sales process to craft the service design behind the spatial layout and experiential journey.

Despite the challenges of scaling the logo to work across various touchpoints, from facades to multimedia applications and interior decoration, United Design Practice successfully created a cohesive and impactful brand identity for the children's English education company.

This rebranding project by United Design Practice was awarded the Bronze A' Design Award in 2018 for its outstanding and creatively ingenious design. The project exemplifies the best practices in art, science, design, and technology, contributing to quality of life improvements and making the world a better place.