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Yichan Wang
EdTutor
EdTutor
Brand Design
Brand Designer
2023
Most AI-powered education platforms promise efficiency and personalization, but end up feeling impersonal and overly technical. EdTutor set out to change that by creating a learning experience that feels as friendly and relatable as a personal tutor. I designed a brand identity that gave EdTutor a warm, approachable presence in an increasingly crowded edtech landscape.
Challenge
AI did not readily lend itself to a visual idea. Most AI-powered edtech platforms defaulted to the same tech-driven look, which left the brands feeling interchangeable and cold. EdTutor was an early-stage startup with no existing recognition to lean on. The product promised academic support that felt closer to a personal tutor, and the brand had to make that promise legible.
Solution
The EdTutor brand hinges on character-driven storytelling. The mascot Ed is a Tudor-era scholar, drawn wise enough to be credible and friendly enough to be approachable. He gave the AI someone to be, which is easier to trust than a chat window. The storytelling is carried through the brand system. The Tudor rose became the anchoring graphic element, redrawn to contain a node graph, and that same structure carried into borders and ornament throughout the brand. The period cues give the brand quirk and warmth, helping the brand standout in the crowded edtech field.
