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Brand strategy in motion; a radical design upskilling EdTech platform

BRAND STRATEGY + NAMING + BRAND IDENTITY + VISUAL SYSTEM + MARKETING + UI&UX + PRINT

Lopez Design conceived an integrated brand ecosystem, a witty name, strategic positioning, and a conversational communication system for ‘AND Academy’, an online design upskilling platform, launched by Indian Institute of Art and Design.

Putting a paradigm shift into action

Most young aspirants, after graduation or their initial industrial experience are vulnerable and are in an anxiety-ridden mental construct in context to their career. We positioned AND Academy as a cohort-based upskilling platform specifically designed to transform careers through various design courses.

‘AND Academy’, mark of growth by design

The name AND comes from the core offering of the brand, Art ‘n’ Design or A ’n’ D. As a conjunction, it allows us to project it in addition to their existing profession, such as Engineering AND Design.

The word ‘AND’ also increases the brand name’s elasticity, extending the platform’s strength to future offerings and courses, aiding individuals to evolve towards their aspirations.

Taking a straightforward stance

The visual identity is a direct analogy of ‘stepping up the career’ by upskilling in design, as it revolves around the transformative nature of design and the growth it leads to.

We crafted a custom logotype with a sharp typeface ‘Antarctica’ and built the system using variable type applications to complement its highly energetic and contemporary outlook.

A conversational branding system

For AND Academy, we seeded a ‘content first’ brand approach, making it authentic, relatable and straightforward. We brought content to the forefront of the visual system and delivered it through variable typography without any additional visual elements.

We leveraged the conjunction ‘AND' to bring out a conversational brand by joining two words, phrases and ideas with ‘AND as the bridge’ - to deliver compelling and relatable communications.

Performance-oriented UI

AND Academy’s UI is designed on-point for ‘young aspirants’, allowing them to focus on the matter at hand. It offers crisp information delivery, straightforward user flow, clean visual appearance and an energetic demeanor.

Team

Ajay Sharma
James Thottan
Antara Dey
Sukanya Panda
Nishtha Sharma
Mohan Godwal
Tarka Patil
Sujatha Shankar Kumar
Anthony Lopez

Support

Deepak Lohia
Vijay Kumar Soreng
Zeena Lopez 

 

© 2023 Lopez Design Pvt. Ltd. All rights reserved

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