EDU Passport

Brand Identity Design, Logo Design, UI/UX Design, Email Design, Digital Marketing Design, Print Design

EDU Passport

Technology, Education

2023

Originally rooted in China, EDU Passport sought to expand globally to safeguard against the Chinese market's volatility. However, its hyper-differentiation was causing confusion among its target market, making it difficult for customers to understand the brand.

EDU Passport needed a brand and visual identity system that could effectively communicate its unique value proposition. An approach was suggested that involved creating a brand identity, which was simple, memorable, and iconic. This identity would leverage the metaphor of a passport – a universally recognized symbol of access, adventure, and exploration.

The concept of the passport was chosen for several reasons. Firstly, it tied in seamlessly with the brand's name, strengthening the brand identity. Secondly, it conveyed the idea of EDU Passport being an essential tool in unlocking the full potential of global education, much like how a real passport is crucial for international travel.

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Finally, the universal recognition of the passport symbol ensured comprehension across different cultures and languages, a critical factor considering the brand's global expansion aspirations. The consistent use of passport imagery across all brand communications was planned to reinforce the brand's positioning and increase understanding among the target market.

This strategic approach was envisioned to not only resolve the issue of brand misunderstanding but also foster a stronger connection with the audience. With a clear, universally understood brand image, EDU Passport aimed to solidify its position as the go-to platform for global education.

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