Client: Zenius
Project: Rebranding for Indonesian digital e-learning platform (2020).
Concept: Digital e-learning platform Zenius was loved by users for its straight-talking educational content but was failing to gain traction with a wider audience, because it felt hard to use and understand – a place for geniuses, but no one else.
In order to become market leader, the edutech start up needed help to establish a credible, but more open and welcoming brand image.
Research showed that a focus on success was making Zenius feel out of reach for the majority, and that the story needed to change from ‘helping students become top performers’ to ‘helping them reach their personal goals’.
From the strategy, the creative developed a digital-led look and feel for Zenius that remained human and approachable at its core. We continued to balance credibility with positivity by leveraging and enhancing the brand’s original colours of yellow and purple, whilst the central ideas of community and accessibility are emphasized through a simple highlighter stroke underlining the “us” in “Zenius”.
We introduced a unique illustration style inspired by the motions of a hand to bring about a sense of approachability and humanness and to expand on the brand’s iconic and recognizable assets.
*Teamwork developed by Landor®.
