A Mascot with
Meaning
Brand
Year
Team / Unit
Tags
Eurekii
2024
ID8NXT
Brand Identity, Brand Book, Mascot design
CHALLENGE
Eurekii, an education technology brand, wanted to create a deeper emotional connection with its audience of students, parents, and educators. Its earlier website felt transactional and lacked the sense of warmth and purpose that defined the brand’s philosophy. The challenge was to transform a functional digital platform into a story-led experience that balanced playfulness with credibility, while also supporting clear conversion pathways across different user types.
STRATEGY / BIG IDEA
I worked with our UX and storytelling teams to reimagine the Eurekii experience as a journey rather than a destination. The goal was to make the website feel alive empathetic, intelligent, and intuitive. We designed the structure around narrative flow rather than static navigation, starting with emotional storytelling and guiding users toward clear, actionable choices. Alongside this, we expanded the brand’s digital ecosystem to include a campaign landing page and promotional content for
Virtual TA
, Eurekii’s AI-powered teaching assistant, ensuring all digital touchpoints reflected the same tone and depth.
Virtual TA
, Eurekii’s AI-powered teaching assistant, ensuring all digital touchpoints reflected the same tone and depth.
EXECUTION
We rebuilt the website architecture from the ground up with a story-first, conversion-ready structure. My team developed the content strategy, blending inspiration with clarity to speak to both educators and learners. The design system introduced warmth through curated imagery, human-centered visuals, and a modern UI that was both functional and friendly. We created a dedicated landing page for
Virtual TA
, complete with a clear product narrative and integrated CTAs. To bring the experience full circle, we produced short videos that explained the product’s value in relatable and visually engaging ways.
Virtual TA
, complete with a clear product narrative and integrated CTAs. To bring the experience full circle, we produced short videos that explained the product’s value in relatable and visually engaging ways.
OUTCOME
The redesigned website transformed Eurekii’s digital presence into an engaging brand experience. It delivered a unified tone and design language that resonated with users while improving navigation and conversions. The
Virtual TA
launch campaign successfully captured the brand’s future-ready vision and was praised for its emotional storytelling and usability. This project highlighted how thoughtful design and storytelling can turn digital platforms into meaningful learning spaces that reflect both heart and intellect.
Virtual TA
launch campaign successfully captured the brand’s future-ready vision and was praised for its emotional storytelling and usability. This project highlighted how thoughtful design and storytelling can turn digital platforms into meaningful learning spaces that reflect both heart and intellect.