About

LuxEnglish is nothing like other schools, thanks to a unique learning system. Over eight years of development, an incredible diversity of teaching approaches has been formed, allowing children of all ages to quickly start speaking a foreign language fluently.

Challenge

The task was to create a brand identity that would reflect LuxEnglish’s distinctive learning approach—where language acquisition is not a rigid academic process but an exciting adventure. The challenge was to translate the essence of interactive, immersive, and structured learning into a visual and spatial system that could engage students, parents, and educators alike.

The identity had to convey a playful yet methodical approach, ensuring that learning feels like a game full of surprises, while still adhering to a structured curriculum. Additionally, the branding had to be versatile and scalable across digital platforms, printed materials, and physical environments, ensuring a cohesive experience at every touchpoint.

Solution

The brand identity concept is built around the idea of a board game, reflecting the balance between playfulness and structure—learning through fun, but within a clear set of rules. This concept allowed for a bold, dynamic, and engaging visual language that directly communicates the school’s manifesto:

“An incredible adventure through a foreign language.”

The logo reinforces the idea of a game route, weaving through the wordmark itself, making it not just a static emblem but an integral part of the learning journey.

To emphasize endless adventures and unpredictability, we developed a modular graphic system that generates a variety of objects, characters, and environments. These visual elements are designed to evolve and adapt, mirroring the ever-changing nature of learning.

The graphic system allows for flexibility in creating different compositions, while the pattern system enhances expressive elements across various applications.

Typography

The LuxEnglish typeface was originally conceptualized as a system of abstract connecting lines that dynamically form letters. The first iteration was based on the Repro font, later adapted into a monospaced typeface to enable precise alignment of letter stems.

However, in the process, the type lost some of its initial humanistic qualities, leading to further refinements. The final inspiration came from Italian modernist typography of the Nebiolo type foundry (1960s-70s). The Latin character set is deeply influenced by archival Nebiolo designs, paying tribute to Italian typographers who shaped the evolution of type design.

Printed Materials & Student Experience

Print materials play a key role in communication, offering a tactile, interactive experience. The modular system is designed to be both functional and playful, providing adaptable formats for educational content.

Each student receives a personalized folder, which serves as their learning companion throughout their journey. It comes with a sticker set that allows customization—students can write their names on the cover and set their personal learning goals on the back. The folder stores all relevant materials, reinforcing a sense of ownership and engagement in the learning process.

Interior Design & Spatial Identity

The interior design transforms the school into a fully immersive adventure, where each classroom becomes a unique world. Themed spaces allow students to step into different environments, reinforcing learning through context and storytelling.

LuxEnglish is not just a language school—it’s a living, evolving experience where education becomes an adventure.