Knowledgehook is much more than just a game for kids. It’s a comprehensive learning tool that gives teachers the tools they need to effectively teach and support their students. It doesn’t replace the teacher, but supports them. However, the one’s purchasing Knowledgehook aren’t teachers, it’s principals. Thus highlighting the measurable growth that’s achieved with engaging math content and practical teacher support was key.
Through research and insight, we discovered that the best approach was presenting the product as a professional education-first company that can be trusted to support teachers, and a fun activity students have that celebrates their accomplishments. Highlighting the achievements of students’ math progress went a long way in appealing to teachers and principals who’s primary goal is student success.
The main objectives of the logo redesign were to correct mistakes and improve versatility. Since the audience was already very familiar with the logo, we chose to make subtle improvements and opted against a full rebrand. Changes included thicker strokes, darker colours, and simplifying the book icon. These adjustments enhanced the logo's visibility across all touch-points and various scales.
The logotype was inspired by a combination of the original font used (Museo) and modern geometric sans serifs. The result pays homage to the previous logo, while improving the use of space and recognizability with a taller x-height and more condensed letters.
The overall tone of Knowledgehook is fun! Simplicity in the designs for marketing help to focus the user, and highlight key takeaways.
Shapes are playful and fun, so rounded corners, thick lines, and bright colours are used whenever possible.
A key part of any branding design/refresh is documenting guidelines, and with so many applications I needed to create multiple style guides. Here is brief a snapshot of all the style guides I created for Knowledgehook.
Characters were introduced and illustrated people were given more personality with bright colours, friendly shapes and expressive movements.
While working as an in-house designer, I was assigned this branding project for Leaders Day Conference, an exclusive training event for district-level educators.
I was tasked with creating a brand family for Impact Stories, a celebration of school teacher's efforts and accomplishments in their classrooms. The result is a collection of connected logos and branded collateral.
Flux is a personal design project I created to develop my hand-lettering and composition skills. What started as logo sketch explorations became a full brand identity with product and promotional design.
