Challenge
The platform's visual identity was designed for individual learners — playful, colourful, and informal — which undermined credibility during enterprise sales presentations to L&D and HR decision-makers.
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Branding - 2025
EdTech Brand Identity & Design Language
Created a confident, modern identity for a corporate English learning platform pivoting from consumer to B2B enterprise sales.
B2B learning brand system / From teacher-app feel to enterprise credibility
Overview / Client
Corporate EdTech Platform
Overview / Role
Brand Designer
Overview / Year
2025
Overview / Stack
Brand Strategy — Visual Identity — Motion Guidelines
Overview / Duration
6 weeks
Overview / Category
Branding
Solution
Repositioned the visual language toward professional competence without losing warmth. New identity balances enterprise trust with a human learning experience, appropriate for both product UI and boardroom pitches.
Gallery
Key visuals and system snapshots
Logo and mark system
Primary logomark with variants for product UI, enterprise proposals, and co-branded certificate collateral.
Color and typography palette
A warm-neutral base with a confident primary blue — approachable for learners, credible for L&D buyers.
Brand-in-motion reference frames
Keyframe examples for product loading screens, certificate reveals, and social announcement templates.
Enterprise pitch close rate
+23%
Quarter after brand rollout.
Proposal quality score
+18 pts
Internal sales team rating pre/post rebrand.
Asset production time
−45%
Using new template library.
Process & Design
- +Stakeholder interviews with sales and product teams to map brand perception gaps.
- +Competitive audit of 12 corporate learning platforms — identify differentiation space.
- +Develop three visual directions and present to full leadership team for alignment.
- +Refine selected direction into full brand system with application guidelines.
- +Deliver production-ready assets: logo files, Figma component library, motion keyframes, usage guide.
Result & Impact
A repositioned identity that gave the sales team confidence in enterprise rooms and reduced per-asset production time through a well-structured template system.
“We used to lose deals because we looked like a consumer app. Now enterprise HR teams take us seriously in the first meeting.”