United Design Practice - Learning Education Brand Video + Photography

We were honored to work with Learning Education in 2017 for their comprehensive rebranding. It was a full scale integrated project that involved nor just graphic branding rework, but also generating new brand assets like brand video, key image photography, and extending the branding across spatial design, facade treatment, signage and wayfinding.

Learning Education is one of Shanghai's earliest institution focusing on English education, particularly in the children category. There has been a huge increase in demand for quality English education especially amongst the rising middle class in China. In response to governmental educational policy changes and social forces at large, our client decided to embark on a large scale rebranding project to reposition the company for the future.

我们很荣幸在2017年帮助乐宁教育完成品牌升级工作，这次升级涵盖企业多个层面，包括且不限于品牌标识、品牌延展、导视系统、室内软装、延展落实、设计交接、内部培训等。

乐宁教育成立于2001年，是上海领先的青少儿英语培训品牌，上海教委首批核准的A级办学机构。办学至今，乐宁已协助近40万青少儿取得英语「交际能力+学业表现」的高效成果。现在，每周末有近3万名学员在乐宁上海20家直营中心学习。

品牌画面、视频中出现的面孔皆是从乐宁各个校区召集的，外籍教师皆是持有外籍专家资格的且来自被外专局许可的英语国家。在实际的教学中，教授能力与肤色并无直接关系，这是来自家长真实的反馈。

Concept / 创意阐述

We used solid colors as background, with two purposes in mind. The first is so that the different combinations of L & E words can be understood quickly as that is the core essence of the brand. The other is so that we can focus on the expressions of the children and teachers. Honesty is such an important aspect of the branding that we used their in-house teachers and students, and not professional ones.

The different colored backgrounds are meant to correspond to different communication purposes. Yellow for students only, light blue for teachers only, and dark blue (primary corporate color) is used when both teachers and students appear.

在项目开展初期，我们对创始人、核心团队进行了深入访问，并走访了几家有代表性的教学中心。我们发现，乐宁除了教育行业的专业和严谨之外，真诚、包容、用心、多元也是它的显著特征。经过更深层发掘，我们找到了符合乐宁精神核心的视觉呈现方式，干净、直接、包容、多元，“LE”作为标识的一个元素，牵引着无限的组合可能。

画面色彩保持原品牌色彩的延续性，并赋予它们更深层的应用意义。深蓝色仅作为教师、儿童组合画面的背景，黄色为仅有儿童的画面背景，浅蓝色则为仅教师出现的画面使用。

在企业形象宣传片中，无旁白和故事线，我们也舍弃了常规同行业广告的教室环境，而是选择绿棚拍摄，通过后期处理为图像赋予新的品牌颜色背景，将画面重心集中在这些原本作为该校教师和学生本身。我们同样深知这些“临时演员”的表现并不完美，但他们的互动是真实的也是平时的教学常态，他们与孩子的交流是真实的，这是专业商业模特无法比拟的，虽然在拍摄时有些指导难度，但我们坚持以诚实的方式传达真实。