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Bringing the energy to kids edutainment
Azoomee
Brand Design · Visual Design
The Challenge
Azoomee, a Children's BAFTA-winning app, had a strong mission and a fragmented look. Low energy, inconsistent, and saying very little about who it was for. Flat blue and device shots across everything. The job was to help the brand find its voice, then build a system that could carry that voice across every touchpoint.
My Role
As lead designer I shaped Azoomee's visual language and emotional tone, working from strategy with the senior copywriter, through to finished assets, so the brand felt confident and recognisably itself wherever it appeared.
The Approach
Find the voice first
The disconnect sat between Azoomee's mission and how it looked on screen. The audience was curious, confident kids with attitude, and the brand read as "hey, look, we're an app". The new direction put personality first and let characters lead.
Look & feel system
A cohesive visual language across colour, typography, iconography and imagery, built flexibly enough to live on social, app store pages, brand decks and marketing assets. Kids went back to the centre of the brand, as the heroes of the story.
Tone of voice translation
Working closely with the Senior Creative Copywriter, I made sure the visuals reinforced the written voice. Emotional cues, pacing and visual emphasis were treated as one storytelling system with the words.
Execution
Social content, app store feature artwork, brand presentations, iconography and supporting graphics, all designed to feel like the same universe.
Outcome
A clearer, more confident brand presence with a stronger emotional pull for its audience, and a look and feel system that could grow with the platform.
Why this matters
Kids' media is crowded and most edutainment looks like homework. Putting characters and kids at the front gave Azoomee real kid appeal while reassuring parents of the educational value, which is what freemium conversion and subscriber retention live on.
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