Holy Owly
#digital #branding #education #english
Speaking English becomes a walk in the park
Holy Owly is an application for children from 3 to 12 years old to learn English. It harnesses an authentic teaching method, designed by teachers, in 7 steps and 5 minutes a day. The child learns 3 words or sentences per day, with the help of voice recognition. They can also speak with a native coach for 15 minutes a week, as an option.
It is a family-friendly, humane and caring brand.
When I joined the Holy Owly project, the brand had a few challenges:
– An aging identity,
– A non-user friendly application,
– A rather weak storytelling.
So I had to do a complete redesign of the application, and a rebranding of the brand.
The first thing to do was to reinforce the existing storytelling (the one on superheroes).
The story is set on the island of Owly Land. The century-old owl, and mentor of heroes, Owly lives there quietly, accompanied by the language superheroes. There’s Foxy, the English fox, Timo, the French rooster, Nolo, the Spanish bull, and Bei Bei, the Chinese panda. But one day the terrible Katty Cat invades the world in an attempt to destroy languages.
The heroes of languages then leave their island to fight Katty Cat, with the help of the child.
Once the storytelling was completed, it had to be made perceptible, with a new logo, new colours, new mascots etc.
The global identity had to be more modern and sparkling so that children could relate to it.
This identity was then declined for communication: presentation video, screen for the stores (App Store, Play Store), social networks, kakemono, etc.
In addition to the language learning exercises, we decided to integrate complementary notions for the child. These include geography, with a map of the world and major cities, as well as anecdotes specific to each one. And ecology, with the collection of waste to feed a pet.
The application consists of 5 parts.
In the scenario, the child will first do their exercises of the day, then feed their animal with the food/waste they have earned, then go to their dressing room to buy outfits with their stars/successes. And finally, if it’s the end of the month, they can find their gift illustration in the logbook.
The parent will be able to follow their child’s learning progress by means of a space reserved for adults, containing the progress report.
Design by Floriane Dorp