Studio Ping Pong worked on the rebranding of College Lab, an overseas education consultancy that specialises in student management and guides them to get admission in the college of their dreams, to stand out from the competition and gain the trust of students and parents alike.
Instead of stressing on the exam results or grades of the students, we decided to shift the focus on what College Lab does right – guiding the students to achieve their goals by honing in their individual skills. With the metaphor of a Northstar, College Lab became their shortest distance to this target. The visual identity focussed on the strengths of the students and how the company effectively nurtured each of them to help achieve their goals.
A fearless typeface (Bely Displayby Roxane Gataud) accompanied by the Northstar became the brand logo, ditching the over-used symbols of books and graduation hats. Georgia(Matthew Carter) andHK Grotesk (Alfredo Marco Pradil)are used as brand fonts. The typefaces were chosen to ensure that the brand looks like a legit consultancy in a sea of boring-looking academic platforms. The idea was to stay away from standard sans-serifs and have something that is modern and characteristic. Something sturdy and solid to represent the brand’s values.
Using visual metaphors like arrows (for direction), the North Star (their final goal), and stationery, we created a vibrant identity that would not only engage the students but also assure the parents.
The brand’s multiple digital and print touchpoints for onboarding students were broken down into easy-to-understand infographics and illustrations to engage young minds and ensure that education material does not need to be boring and bland to be taken seriously.