For over 25 years, EF Education First has been working to change the way people see the world in China and how Chinese children learn English. With a unique teaching approach focused on developing soft skills, we produce confident English-speaking children and teenagers who have the tools to succeed academically and in life.

In collaboration with Quite Franckly (Johannesburg).

During this quarter-century, EF Kids & Teens has become the biggest and fastest-growing product for EF in China.

There has never been a dedicated brand identity for Kids & Teens — until now. For 12 months between 2018 and 2019, various Kids & Teens teams around the world collaborated with the Global Creative Studio to create a new way of doing things. This effort will help elevate the product’s status as the premier English learning platform for children and teenagers in China.

The new brand identity reflects this idea of building a future that combines a desire to learn with an appreciation of playing. It is bold, bright, modern and flexible. EF’s international platform is a big draw for parents across China, Russia and Indonesia.

Each block within the EF Kids & Teens brand identity represents another learning milestone that children earn. By understanding grammar, vocabulary, reading, writing, listening and speaking, their tower of knowledge grows. The visual language is an umbrella brand that encapsulates four age groups (Small Stars 3–6, High Flyers 7–10, Trailblazers 11–14 and Frontrunner 15–18).

We were inspired by mid-20th-century Scandinavian wooden toys for the main graphic device for the brand: the building block. This graphic hints to our European heritage.

Credits:
Joel Hladecek Chief Creative Officer
Julia Hoffmann Exec. Creative Director
Andy Cooke Creative Director
Marcus Ivarsson Digital Creative Director
Maree DeFrancesco Project Manager
Annabelle Frohn UX Designer
Anders Højmose Head of UX
Franziska Stetter Designer
Lukasz Kulakowski Integrated Art Director 

Russell Smith UI Designer
Miriam Olszewski Designer
Aida Perez Creative Director
Naim Solh Architect
Miriam Palopoli Motion Designer
Thomas Lui Photographer
Lei Chen Designer
Kim Jin Creative Director
William Genova Project Manager