〇 Visual Identity
〇 Naming & Strategy / Susanna
〇 Design Direction / Alen Fung
Yanny is an experienced certified English teacher running an independent educational institute named Yanny Studio, specialising in examination-oriented English education for K12. In 2020, the increasing number of online courses due to covid-19 triggered her to conduct a business transformation imperatively.
I collaborated with Alpha Planet, a strategy and design studio and worked on the visual identity of rebranding. The project aimed to conduct a striking makeover for Yanny to start her new journey and resolve the pain points she had been facing over time. The brand was renamed Yanny English and launched in February 2021.
It is inevitable to take "examination" as the centre talking about English education in China. Yanny takes examination-oriented education as the initial demand in her teaching system, meanwhile, she also teaches students to enhance independent reading and thinking capabilities for comprehensive development. It has been the core value of Yanny's education of all time.
The epidemic has changed people’s life so much since 2020. With educational events turning online, the regional restrictions are broken and led to a significant increase in student resources.
Yanny had foreseen the transformation of the educational industry and decided to upgrade her brand.
Examination-oriented education is Yanny's specialty, meanwhile, she also teaches students to enhance independent reading and thinking capabilities for comprehensive development. It has been the core value of Yanny's education method of all time.
Alpha Planet analysed pain points from student resources, customer loyalty, and brand identity; and then clarify the direction of upgrading by strengthening the core values, enriching public persona, and creating a distinctive visual identity system. This upgrading plan is to be used for the upcoming 3 years.
The goal of visual identity design is: 1. Visualising Yanny's personality - bold, ambitious, professional, efficient; 2. Being consistent, and working well for online and offline use; to appeal to both parents as purchasers and students born in the 10s as end-users.
Parents and kids are both the audiences of Yanny English. Kids aged from 3-12 and their parents born in the 80s own more mutual preferences in styles than older generations.
We looked into bold, trendy, futuristic styles, related them to Yanny’s personality and educational purpose, then designed a highly saturated colour palette and supporting brand elements.
The logo mark is a combination of the letter Y (Yanny), E (English), a stack of books that indicates the core value of Yanny English - 3 stages of the English learning process.
The "halfway opened book" on top pointing upwards reflects the proactive, ambitious quality of Yanny and infinite potentials of developing.
For the purpose of online and offline teaching, we enriched the visual identity system with patterns, course and lesson icons to be used f slides, social media and printing collaterals.
Brand assets utilised in social media post.
Brand assets applied in exercise book cover design.
Course icon set including 4 fixed and 3 flexible icons for editing.
Small items people own in common form a sense of community. Decorative badges and phone cases are good and accessible options to be considered.
