KimCam Academy

KimCam Academy | From engineering education to educational engineering:

Kimcam, initially sharing engineering lectures online, expanded to provide structured learning experiences due to student demand and pandemic-driven audience growth, prompting a re-evaluation of their brand identity.

We developed a comprehensive brand strategy using a Brand Map, which led to key decisions like separating the studio as a distinct business unit and segmenting the new audience into three distinct groups.

Through our strategy, we arrived at the positioning of KimCam as a provider of “Lifelong learning,” starting from pre-university, through university, and into post-graduate life. This positioning, along with other details, guided us in the next phase: brand messaging.

Our positioning allowed us to present KimCam as a brand that is close to students and accompanies them for years. This led us to the tagline “Tomorrow mate.”

Our goal for the KimCam logo was to express the difference lifelong learning makes in students’ lives and how technology is used to make learning a daily part of their lives.

The logo consists of two elements: The Bookmark: Symbolizing education while forming the letters K and M. The Slash: Representing the difference KIMCAM makes in education and forming the letter I.

Together, these elements create the first syllable of KimCam, making the logo as a nickname for the company to reassure on the friendly vibes.

The relationship between these three elements guided us in building the visual identity. The shapes used in the visual language are the same elements from the logo, helping us distinguish KimCam’s unique approach to education.

A standout feature is the KimCam Kernel, a design system we created for KimCam’s books to reorganize information. We reviewed the content and divided it into items, designing distinct yet harmonious layouts for each.

We also applied a design system to the book covers, ensuring brand consistency while giving each book a unique design. This visual language was extended to the newly built website, where we implemented a design system for thumbnails.