Project Details
Client
Edora Learning
Country
Canada
Services
Brand Identity + Web
Duration
6 Weeks
PROJECT OVERVIEW
Cleo is a brand identity and website design project for an early-stage EdTech startup entering a highly competitive online learning space.
At this stage, the product vision was clear, but the brand wasn’t. The goal was to create a visual identity that felt approachable and human, while still building enough credibility to appeal to investors and early users. The project covered everything from defining the brand foundations to translating it into a live, responsive website.
challenges
The startup lacked a cohesive way to present itself.
Their early materials — including pitch decks and landing pages — relied on generic visuals and inconsistent styles, which made it difficult to communicate what made them different. In a space dominated by polished, corporate-looking platforms, blending in was a real risk.
The challenge was not just to design something visually appealing, but to create a brand that could clearly express their values, stand out in the market, and grow with the company as it scaled.
solutions
The approach started with building clarity before design.
Through a collaborative discovery process with the founders, the brand’s positioning, tone, and core values were defined. This formed the foundation for a complete brand system — including logo, colour palette, typography, and visual guidelines — designed to be flexible and scalable.
The identity was then extended into a fully responsive website built in Framer, focusing on clear messaging, strong hierarchy, and a more human, outcome-driven narrative instead of feature-heavy content.
impact
The new brand gave the team a much stronger and more consistent way to present themselves.
With a clear identity in place, the founders were able to communicate their vision more confidently across touchpoints — from investor pitches to their public-facing website. The product felt more credible and differentiated, even at an early stage.
The website also created a stronger first impression for potential users, with early engagement indicating that visitors were spending more time exploring the platform and understanding its value.
6
Weeks From Discovery to Launch
10
Competitors Benchmarked
1
Brand System Built From Scratch
6
Weeks to Secure Seed Round Post-Launch
