Lively
1. Situation
In the world of language learning, there are brands that are overly formal and academic — which can end up being boring and inefficient in today’s fast-paced world. On the other hand, there are miracle methods that promise to teach you how to speak without actually studying. In this context, we created this brand with the intention of integrating the best of both extremes.
2. Brand
Psychoanalysis
During the brand psychoanalysis workshop,
we discovered that potential students were looking for a learning experience that felt alive and applicable to their daily lives. At the same time, we found that the brand had advanced pedagogical knowledge to offer — not only could it meet the students’ desire for a fun and playful experience, but it could also provide real, structured learning.
3. Strategy
Based on this, we developed a comprehensive strategy for Lively that includes creating a name and visual identity that communicate the concept of bringing language into real life. Through fun and engaging characters, we built a three-step structure that involves the academic, the playful, and the passionate, guiding the brand toward a language experience that not only sells language courses, but also dares people to live the language in their everyday lives.
