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Magic EdTech

BRAND STRATEGY + BRAND IDENTITY + VISUAL SYSTEM + UI&UX

Bridging technology and education with Magic

Rebranding Magic embraces the universe of digital learning. A universe where you can learn and grow through joyful experiences EdTech that embraces humanistic learning.

We created a stimulating digital presence for Magic Edtech with a brand new logotype combined with a sparkling visual motif, making the educational technology brand stand out with verve.

Brand positioning and Strategy

Magic Edtech had evolved over the years, with an early entry in digital education thereby establishing a firm foothold in the Edtech sector. Magic prides itself on having a holistic understanding as educational technology experts who provide a unique blend of content, technology, and education. Their thorough knowledge of K-12 education is today ramped up with their offerings in higher education and professional training. Our aim in the design was to firm their position as B2B providers and consultants with an understanding of their learning audience through an inclusive, empathetic and open approach. We positioned them as Edtech experts who enabled learning for all kinds of people, changing their stance ‘We Enable Digital Learning’  to ‘Digital Learning for Everyone’.

The brand identity

Along with the logo and the graphic language, we ensured that Magic Edtech is perceived as a B2B organization, which serves a wide audience. We chose to create a logotype as a logo or symbol creates meanings that are more subjective; whereas a logotype strongly reflects a brand personality and its character. The clean, simple, and emphatic logotype act as a signature for the brand, giving assurance of quality and standards. The logotype forms were derived by constructing curved humanistic contours with sharp edgy forms. The final logotype is a compact typographic form that reflects the efficient and humanistic nature of the brand. The highly-crafted yet engineered appearance establishes the two-sided character of Magic, which is both human and technological.

The Visual System

The visual system was derived using circular forms consisting of ‘digital particles’. The aim was to portray a digital space that encapsulated the magical experience of technology. In essence, the circular configuration of dots complements the simple identity adding visual meaning and substance by relating to varied subject matter. Depending on how it is placed over a photograph or text, the visual dot motif works in tandem, giving emphasis to the subject of the image, text or visual system.

We created manifestations of the dots system: an animation that grows and bursts into sparkles or a ring that encircles people or text. The color palette of purple, green and black is edgy and forward-facing, setting Magic Edtech apart in the landscape.

Solve, Build, Deliver and Support

We intended to create effective user journeys aided by seamless navigation, improved findability, and minimum cognitive load. The redesign focused on getting the service structure right, by understanding how different target client prospects interact with the services. We conceptualized it as an action-oriented journey for the users, utilizing strong verbs, such as solve, build, deliver & support. The client especially wanted their homegrown product Magic Box to be promoted, and we created custom icons for the product. 

Happy learning experiences

The client was very emphatic on showcasing how Magic Edtech was devoted to creating happy learning experiences. For them, technology was a means to the end, not the end in itself; their greater thrust was all about how the mission of learning was really all about finding the path to happiness. Hence, the branding had to succinctly and subtly deliver a positive humane brand. The visual language, color palette, imagery choices, and typography all came together to create a space for Magic Edtech, combining learning,  technology, and joyful experiences.

Team

Ajay Sharma
James Thottan
Antara Dey
Saumya Mittal
Nishtha Sharma
Nishita Karun 
Mohan Godwal
Tarka Patil
Sujatha Shankar Kumar
Anthony Lopez

Support

Deepak Lohia
Vijay Kumar Soreng
Zeena Lopez 

 

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