Studio Ping Pong worked on the rebranding of College Lab, an overseas education consultancy that specialises in student management and guides them to get admission in the college of their dreams, to stand out from the competition and gain the trust of students and parents alike.

Instead of stressing on the exam results or grades of the students, we decided to shift the focus on what College Lab does right—guiding the students to achieve their goals by honing in their individual skills. With the metaphor of a Northstar, College Lab became their shortest distance to this target.

The visual identity focussed on the strengths of the students and how the company effectively nurtured each of them to help achieve their goals.

The main colours used were Indigo, Green, Light Mint, Orange, and Magenta, to provide the brand with bright, eye-catching visuals that would also evoke a sense of assurance.

The colours were chosen to harken back to visuals associated with much-loved stationery. Subtle details like thin lines, as used elsewhere in the branding, were used as a call back to the classroom setting.

Most competitors used blue, we wanted to represent a new-age consultancy that used colours from universities- reds and blues but make them slightly edgy and contemporary and settled on indigo and magenta for the same.

Using visual metaphors like arrows (for direction), the Northstar (their final goal), and stationery, we created a vibrant identity that would not only engage the students but also assure the parents.

A fearless typeface (Bely by TypeTogether) accompanied by the Northstar became the brand logo, ditching the over-used symbols of books and graduation hats. Avoiding standard sans-serifs, the typefaces are modern and characteristic. The sturdy and solid typefaces represent the brand’s values. Georgia and HK Grotesk were used as brand fonts, maintaining the clean, straightforward look.

The brand’s multiple digital and print touchpoints for onboarding students were broken down into easy-to-understand infographics and illustrations to engage young minds and ensure that education material does not need to be boring and bland to be taken seriously.