Knoji Tuition  |  Art Direction & Design

 

The traditional education system struggles to match the pace of modern learning, leading parents to seek new opportunities for their children. When two respected tutoring brands united to launch a high school program with a fresh outlook, they needed a name and identity to bring it to life.

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Unlike most tutoring brands that focus on results or performance, we positioned this brand as a challenger that prioritises the learning experience. Success isn’t just measured by outcomes, but by creating an environment where learning feels enjoyable—think ‘youth group’ for education.

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The result is Knoji: short, memorable, and dynamic. Built around the idea of ‘learning with a smile’, it connects with students in a way that’s fun and inspiring, while still reassuring parents of its credibility.

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We drew on emerging creative trends to balance Gen Z/Alpha aesthetics with professional design. Bold colours, unfiltered photography, outlined elements and playful hand-drawn details make the brand feel authentic and relatable without being forced.

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The design system blends academic nostalgia with modern energy. Yellow dominates the palette, paired with black, white and a distinctive lilac for standout moments. Typography combines a semi-condensed editorial title font with a clean, academic sans serif for clarity. Structured grids, outlined icons and emotive illustrations inspired by Korean styles add warmth and personality, while candid flash photography and dynamic cut-outs capture spontaneity and self-expression.

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Together, these elements create a brand that is both aspirational and accessible—bridging academic excellence with an engaging, student-centred learning experience.

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Brand Strategy, Verbal Identity and Project Management - Uberbrand