Based in Australia, PlusOnePoint offers personalized, homey online IELTS courses with a strong track record of helping students succeed. IELTS (International English Language Testing System) is one of the most widely taken English proficiency exams worldwide, essential for immigration and study in countries like the UK, the US, and Australia.
Balancing Approachability, Cuteness, and Sophistication
The client’s vision for the rebranding was clear:
“We want something approachable, cute, and still refined!”
This request reflected the school’s core strength—warm, close relationships between teachers and students. After experiencing a trial lesson ourselves, we understood firsthand the importance of capturing that charm visually.
We proposed three branding concepts (Options A, B, and C), each with varying color palettes and character styles. Through detailed discussions and iterations, we refined these proposals to best reflect PlusOnePoint’s unique appeal.
Incorporating Client Feedback and Vision
When it comes to design, it’s common that abstract ideas need to be visualized before they can be fully communicated. In this case, we provided multiple options to help the client identify which design best conveyed their message. Based on their feedback, we made revisions to fine-tune the brand expression.
To enhance the sense of familiarity for website visitors, we suggested adding a mascot character. We initially created a koala design, but after discussions with the client, we switched to a kangaroo—a more recognizable symbol of Australia.
Considering that 54% of website visitors were between ages 25 and 34, we adjusted the color palette to appeal to that demographic. We also added a sense of energy and motion to the character—for example, depicting the kangaroo in mid-jump.
Final Touches: Message and Visual Identity
We worked closely with the client to finalize a logo that would feel long-lasting and personally resonant. Through several subtle adjustments to the color tones, we achieved a design they felt confident using for years to come.
The tagline placed beneath the kangaroo character—“Take a leap forward”—was the result of multiple conversations. It reflects both the emotional and aspirational aspects of IELTS preparation:
- Taking a leap into the future through IELTS learning
- Creating a sense of warmth and approachability through an at-home learning experience
