EF Kids & Teens -

EF Education First has been reshaping perceptions and transforming English learning for Chinese children and teenagers for over 25 years. Their unique teaching approach emphasizes soft skills development, fostering confident English speakers prepared for academic and life success. The rebranding of EF Kids & Teens involved a collaborative effort between various teams globally and the Global Creative Studio. My role focused on translating the new brand identity into an engaging digital experience through the redesign of the website.

Role: UX Designer
Date: 2018

Inspiration

The new brand identity for EF Kids & Teens, including a fresh logo, color palette, typographic approach, and a unique identifier: the building block, symbolizes the blend of learning and play. Inspired by mid-20th-century Scandinavian wooden toys, the building block graphic pays homage to EF's European heritage.

Our process

Translating the building block concept to the website, we incorporated it as a navigational element. Users could seamlessly swap between different learning ages by interacting with the playful building block icons, enhancing user experience and engagement.

Designing for a diverse cultural landscape, digital ecosystem, and multilingual audience posed unique challenges and learning opportunities. Our approach involved applying newly established global design system to the Chinese market to create a unique experience while maintaining unity with the overarching brand. This included adapting color schemes, typography, and visual elements to resonate with Chinese aesthetics and preferences, ensuring a seamless and culturally relevant digital experience for Chinese parents and students.

The redesigned EF Kids & Teens website successfully embodies the new brand identity while catering to the unique needs and preferences of Chinese parents and students. The website's intuitive navigation, engaging content, and visually appealing design contribute to a positive user experience and reinforce EF's position as a leading English education provider in China and beyond.

The project's success underscores the importance of cultural sensitivity, user empathy, and collaboration in creating impactful digital experiences for diverse audiences.

Impact

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