Azoomee
Visual Design · Brand Refresh · Social Media Design
The Challenge
Azoomee, a Children's BAFTA Award Winning app, lacked brand clarity. Despite a strong mission, the visual identity felt fragmented, low-energy, and inconsistent. It wasn’t communicating who the brand was for, what it stood for, or how it wanted to show up in the world. The task wasn’t simply to “refresh” the brand. It was to help Azoomee find its voice and build a system that could express it clearly across every touchpoint.
My Role
As lead designer, I was responsible for designing and shaping Azoomee's visual language, emotional tone, and brand coherence. I worked across strategy, identity, and execution, ensuring the brand felt confident, expressive, and recognisably itself wherever it appeared.
The Approach
Finding the Brand’s Voice
- Identified the disconnect between Azoomee’s mission and how it visually presented itself
- Defined a more personality-rich direction aligned with its core audience: curious, confident kids with attitude
- Shifted the brand from generic “hey, look, we're an app” to emotionally engaging and character-driven
Look & Feel System
- Developed a cohesive visual language spanning colour, typography, iconography, and imagery
- Built a flexible system that could live across social media, app store imagery, brand decks, and marketing assets
- Put kids back at the centre of the brand, making them the heroes of the story
Tone of Voice Translation
- Collaborated closely with the Senior Creative Copywriter to bring the Tone of Voice to life visually
- Ensured emotional cues, pacing, and visual emphasis reinforced the written voice
- Treated language and visuals as a single storytelling system rather than separate disciplines
Execution
- Social media content
- App store feature artwork
- Brand presentations and internal decks
- Iconography and supporting graphic assets
Every output was designed to feel like part of the same cohesive universe.
Outcome
- A clearer, more confident brand presence
- Stronger emotional connection with its audience
- A scalable look and feel system that could grow with the platform
Why this matters
This refresh gave Azoomee a distinct voice in crowded kids' media, moving from generic edutainment to personality-driven brand with genuine kid appeal. The character-forward approach strengthened emotional connection with young users while reassuring parents of educational value - critical for freemium conversion and subscriber retention. By putting kids at the centre visually, Azoomee differentiated from competitors and created a scalable system that could grow with platform expansion.
The Challenge
Azoomee’s brand lacked clarity. Despite a strong mission, the visual identity felt fragmented, low-energy, and inconsistent. It wasn’t communicating who the brand was for, what it stood for, or how it wanted to show up in the world. The task wasn’t simply to “refresh” the brand. It was to help Azoomee find its voice and build a system that could express it clearly across every touchpoint.
My Role
As lead designer, I was responsible for shaping Azoomee’s visual language, emotional tone, and brand coherence. I worked across strategy, identity, and execution, ensuring the brand felt confident, expressive, and recognisably itself wherever it appeared.
The Approach
Finding the Brand’s Voice
- Identified the disconnect between Azoomee’s mission and how it visually presented itself
- Defined a more personality-rich direction aligned with its core audience: curious, confident kids with attitude
- Shifted the brand from generic “educational” to emotionally engaging and character-driven
Look & Feel System
- Developed a cohesive visual language spanning colour, typography, iconography, and imagery
- Built a flexible system that could live across social media, app store imagery, brand decks, and marketing assets
- Put kids back at the centre of the brand, making them the heroes of the story
Tone of Voice Translation
- Collaborated closely with the Senior Creative Copywriter to bring the Tone of Voice to life visually
- Ensured emotional cues, pacing, and visual emphasis reinforced the written voice
- Treated language and visuals as a single storytelling system rather than separate disciplines
Execution
- Social media content
- App store feature artwork
- Brand presentations and internal decks
- Iconography and supporting graphic assets
Every output was designed to feel like part of the same cohesive universe.
The Outcome
- A clearer, more confident brand presence
- Stronger emotional connection with its audience
- A scalable look and feel system that could grow with the platform
Why This Matters
This project shows how I:
- Help brands find and express their voice, not just their look
- Translate strategy into emotionally legible systems
- Design for real audiences with care, nuance, and intent
It demonstrates my strength in human-centric branding, especially where emotion, education, and storytelling intersect.
Azoomee
