Framework is a platform for coaches, educators, and creators building goals-based membership communities. The app combines a super-charged course builder, email marketing, community management, CRM, payment system, and customer service — all in one place.

Our studio New Genre partnered with the founding team to reimagine the brand strategy and identity and apply it to the website and product.

There’s a better way to teach online. With a sense of play, journey and destination, Framework proposes a new way of learning: by doing — be it through challenges, lessons, milestones, and more.

The brand identity embodies this vision and draws inspiration from the aesthetic of retro arcades of the late 1970s and early 80s. Featuring bright palettes, buttons & joysticks, achievement icons, 8-bit grids, as well as the ever-nostalgic typeface, the design system creates a bright sense of optimism, play and excitement.

We commissioned illustrator Jaydon Rowbottom to create a series of unique icons for different features of the app. The pack is as playful and energising as the rest of the identity, and compliments the rest of brand elements.

Using a 8-bit grid as a starting point, we created a versatile frame ideal for generating scalable assets, features descriptors and more. The typography system uses NuForm Sans, a personable typeface reminiscent of video game titles of the golden arcade period, as well as Inter as the workhorse behind the product.

The result is a comprehensive system that challenges the status quo in the education industry and prepares the start-up for the next stage of growth and expansion.