A story of growth
With LearnStorm centred around the growth mindset, we created a vibrant design system that brings this story to life, reinforced by our campaign tagline: ‘Keep going, Keep growing’.
Khan Academy
A target-beating campaign that celebrates the joy of learning
The brainchild of Sal Khan, the non-profit Khan Academy has grown from its founder creating YouTube maths tutorials for his cousins into a world-class education platform available to anyone, anywhere. It offers over 1 billion lessons, and is used monthly by 40 million students and 2 million teachers worldwide and growing.
They approached us to help relaunch LearnStorm, a global back-to-school campaign. With ambitious sign-up goals, the campaign needed to engage and inspire teachers and students.
- Campaign Strategy
- Campaign Design
- Campaign Messaging
- Campaign Content Creation
Creating worlds of inspiration
Born from Khan Academy’s original identity, we used the leaf logo as an inspiration to develop a system of tree rings as a shorthand for growth and progress. The system allowed the flexibility to build many ‘worlds’ of learning across subject matter and curriculums.
Targets smashed
The 2017 campaign exceeded all expectations with 23,000 teachers and 975,000 students signing up – a 64% and 95% increase on target, respectively.
In the wake of that success, we collaborated the following year to refresh the designs to complement a new Khan Academy brand identity, creating a campaign toolkit including social media assets, branded banners and updated presentation templates.
‘We continue to smile whenever we get to use the designs that Moving Brands created. They helped us bring to life a campaign that celebrated the joy of learning. ’Nancy Lee Vice President of Consumer Marketing Khan Academy