Challenge
As the London market was already full of online teachers, mentors and platforms for primary year students, Mügedu had to differentiate with its visual world. At first, it was a real challenge to find a way to communicate "playful and childish" and also "professional, the one with an attitude" at the same time.
Then, the tagline just popped up in my mind, which then led to the whole identity:
"Playfully serious or seriously playful."
Solution
The need of minimalism and happiness made me sketch curvy, cutie explorations at first. Three strong ideas made their way to the presentation to my client, and she was happily surprised to see all the work she had to choose among.
The idea of the approved logo, which you see throughout this case study, came up as a merge of the letter "M" + "ü" and a "tulip," the flower that means a lot to the Turkish community abroad. Also tulip comes with its natural meaning, "spreading knowledge", and fit perfectly to Mügedu as it's one of the core values of the brand.
