Lucius Onderwijs.

I developed a modular identity system that translates LO’s educational platform core values — joy, empathy, support, and growth — into a scalable visual language.

Scope

Brand Identity

Project

Lucius Onderwijs

Duration

3.5 months

Credit

Concept, Art Direction

Challenge & Strategy

Growing together with joy. Your platform for learning and growth.

LO needed to cut through the noise with clarity — to feel emotional and positive without becoming childish, and trustworthy without feeling too institutional. The challenge was to show how joy can be a trigger for progress but within educational structure.

As far as LO needed to provide support and methodology applicable for multiple generations — students, educators, and administrators the universal system was needed that can work across digital and physical channels. The brand is positioned not as not as an institution, but as a cultural partner in lifelong learning, fostering community, professional exchange, social connection, and a sense of joy and emotional engagement.

My role: concept development — from strategic research and ideation to defining and developing the conceptual design direction and producing conceptual design for the assets.

Concept & Identity System

Structure fueled by emotions. The system of human values.

The strategic big idea for this concept is “Growing together with joy.” Based on research into the educational expectations of a new generation of students, the concept focuses on fostering motivation and creating closer connections between students and educators. It aims to break down the invisible barrier between knowledge as a burden and knowledge as a source of curiosity and joy. How can we make the educational system truly work?

The identity is built on a modular logo derived from the geometric forms of the letters L and O, forming the foundation of the wider visual system. A clear and structured framework ensures consistency across digital and print, enabling efficient implementation by internal teams.

Stretch & Stress

Designed to expand with fluid typography

The system is designed to scale — from restrained, structured, conventional applications to more expressive, community campaign executions — while maintaining its emotional core.

Output

The concept was approved and is now rolling out across channels.

The system empowers teams to create consistently while maintaining a distinct voice across applications, while encouraging educators to grow and experiment.