Kognity

Teachers use Kognity to extend learning beyond the classroom and provide students with the tools they need to excel in their studies.

The brand was lacking the energy needed to inspire and stand out as a leader in the ed-tech industry, along with a dated website which wasn’t effectively selling the expansive platform

Through an extensive insights process, we developed Kognity’s new brand personality and essence of ‘Progress through education’ which became an important factor to visually communicate throughout the brand identity.

Kognity exists to improve the lives of students and teachers, using the simple visual of a path directing upwards we were able to represent this concept of progression.

By bringing the new logo to life with motion we highlighted the upwards trajectory of the ‘progression line’ whilst also injecting energy and playfulness to the new brand.

Green, the colour of growth and energy, became the hero colour for the brand with a nod to the digital in its zingy lime shade. The supporting palette is bright and positive, breathing life into the overall brand and allows us to give each Kognity learning framework it’s own identifiable colour.

Whilst Kognity is a digital education platform, the human nature of note-taking and mark-making remains integral to teaching and learning. To represent that balance and ensure we brought warmth, graphic elements such as underlines, highlights, shapes and badges were created to form the wider brand identity.

Alongside the new brand, Kognity needed a new website to improve brand awareness and improve sales of the platform memberships.

Thorough planning following UX workshops enabled us to plan specific user journeys for the main personas we knew would be using the website. We also used these valuable insights to lay out important content across the site to provide the personas with the information they needed to sign up.

We identified that Kognity’s immediate competition weren’t using bespoke illustration so we seized the opportunity to create some unique, ownable assets. Not only would this allow us to add another human element to the brand, but it would help depict some specific learning frameworks which photography could not successfully cover.

From our workshops and user persona profiles, we understood that multiple factors played a role in why a teacher or principal may wish to adopt the Kognity platform at their school. Elements such as pressure to use more technology for more efficient teaching and improving students’ grades to elevate their school’s ranking, were areas that Kognity could confidently address with their platform - yet fell short of clearly communicating this via their current website.

Through identifying what particular information would shape their decisions, we built out user journeys that were rich in proof points like case studies and success stats that would cement Kognity as the leader in the ed-tech space.

By building a comprehensive profile of our target audience such as ‘Strategic Simon’, we established several pain-points from the existing website that could potentially discourage him from pursuing the use of Kognity. Elements such as a lack of resources that would help Simon comprehend the value of adopting Kognity were largely missing from the current site, as well as clear navigation and hierarchy on the homepage to show the curriculums covered.

Through our detailed insight we were able to design the website in a thoughtful and intuitive way to engage users, so they were provided with all the right information to go on and join an international community of educators.

The brand essence of progression and upwards trajectory were thread through UI elements such as animated highlights of important words, the curvature of section backgrounds and the shape-masking of images.