College Lab not only was a platform that helped children with their admissions in top tier colleges abroad, but also had to shoulder the responsibility of doing it the right way. It was vital for the branding to evoke a sense of trust in the parent’s minds and establish them as the right choice for their children’s futures.

Instead of stressing on the exam results or grades of the students, we decided to shift the focus on what College Lab does right- guiding the students to achieve their goals by honing in their individual skills. With the metaphor of a Northstar, College Lab became their shortest distance to this target. The visual identity focussed on the strengths of the students and how CL effectively nurtured each of them to help achieve their goals.

Using visual metaphors like arrows (for direction), the Northstar (their final goal), stationery we created a vibrant identity that would not only engage the students but also assure the parents, the real decision makers in picking the consultancy. A fearless typeface accompanied by the Northstar became the brand logo, ditching the over-used symbols of books and graduation hats.