BRANDING A CREATIVE DIGITAL LEARNING AGENCY
CLIENT
UP Learning
ROLE
Concept, Art direction and Lead design
PRODUCT
Branding and Webdesign
UP Learning needed a brand identity that reflected the diverse and energetic team behind their digital learning solutions. The branding focuses on human diversity, using bold typography, vibrant colours, and patterns to represent the unique people that make up the agency.
client
UP Learning is a creative digital learning agency working for national and international clients. A team of high energy learning consultants, creatives, and developers, it was important that the branding reflected the positive impact that UP'ers made for their clients.
Concept
To create a digital learning, one needs technology to facilitate the learning, learning theory for the solution and humans for the creation. While the technology or learning theory at UP might change, what always remained the same were its people - the UPers.
UP Learning believes that every learning problem is unique and requires a customised approach. This is made possible due to the diverse backgrounds and expertise of the people working at UP. It is this group of human diversity working together as UPers that I used as the inspiration for the branding.
Art Direction
Logo
The idea for the logo is to communicate impact with a human touch.
The letters of the UP logo are bold with rounded corners that hint to the human touch. With the logo slanted upwards it is practicing what it preaches and by giving the logo a stamp-like feel, it accentuates the impact of their work, as if to say, UP was here.
COLOUR PALETTE
The colours resemble both the diversity of UP and her clients. Although I used primary colours for the stationary, the true identity of UP lies in the broad spectrum of colours. This makes the style unique, human and impactful.
But perhaps the most represented colour is white. The colourful palette can come across as messy if it is not contrasted against large spaces of white.
Patterns
In nature there are no true colours. When looking at objects from up close their colours transform into patterns and when seen from a distance their patterns become colours.
This inspired me to work with patterns. Patterns can accentuate a subject, stand on their own, or serve as a background. Almost like a true colour but more alive.
The patterns in combination with the colour palette allow for an infinite number of identities and faces truly representing the team. This is UP Learning.
TYPE
For a high impact font with a human touch, I choose the font Geomansit. The roundness of the letters is that human touch that comes back throughout the branding. The boldness of the font is what make the headers stand out on the colourful patterns and gives the message extra impact.
CARDS
The common thread within different Learning Management Systems is that they communicate bits of information through cards. Since UP Learning uses LMS to build learning solutions it was essential to bring back these cards in the branding.
The cards amplify the patterns and typography, giving every card a unique identity while at the same time being part of a unified brand. Just like the team of UPers.