Where human care meets modern learning
Luminee Learning is a personalised, online learning platform built on a simple but powerful belief: that every child has the capacity to grow, when given the right environment to do so. Founded by educators, technologists, and parents who believe great learning begins with empathy, not pressure. Every feature built starts with one simple goal: to help children learn confidently and calmly.
Designed to illuminate
The existing brand identity had the right elements in place but needed more room to breathe and express itself. The expansion we developed for the brand system began with introducing hand-drawn doodle graphics that bring a sense of the classroom to the canvas, a reminder that learning, at its best, is something you have control of and can look forward to.
The name Luminee carries within it an allusion to light. Gradients were a direct translation of that luminance, which by nature is an act of revelation, a fitting metaphor for the brand. Kepler, a modern serif font designed by Robert Slimbach was chosen as a new header font. It has high-contrast strokes and a scholarly character, which adds a refined authority to the brand.
Curiosity, met with clarity
Parents want to be able to envision what it’s like for their children to learn with Luminee and the website was designed around that need. In the same way that the learning platform aims to make education feel welcoming and accessible, the website was designed to offer parents that very same experience. Structured with intention, information is presented clearly with prominent doodle-like highlights on key messages. From the outset, visitors are able to get an understanding of what Luminee offers and the challenges it exists to address.
When it comes to education, credibility is essential. Parents are discerning, and rightly so. Statistics, real-life testimonials, and honest video content of the learning platform leave little room for imagination, each one a building block of trust. Coach Kyu, the 24/7 AI Coach was also woven throughout the website, establishing a presence that all will in time to come, be a recognisable face for the brand.
