Number of Enrolled Students to Reach 150% of the Previous Year’s Level
Rebranding and Corporate Identity Development for the English Education Brand “NOBU English”
We designed the Nobu English brand concept based on the impression that people often say, “Mr. Nobu is always smiling.” We redefined a smile not merely as a facial expression, but as a reassuring sign that tells students, “It’s okay to make mistakes” and “It’s okay to speak up.” We’re transforming English from something that’s “evaluated” into a tool for “connecting with others,” designing experiences that naturally make people want to start speaking. The first step toward cultivating English skills that allow you to spread your wings begins with a single smile. And we’ve incorporated the experience of wanting to learn into our branding and design.
BRAND SYSTEM
We have organized our learning framework—including NOBU English Connect, Basics, Junior, and Kids—and consolidated YouTube content, Eiken exam materials, AI-powered learning services, and online courses across these platforms. This creates a natural pathway for English learners to access services based on their specific goals. Through this brand integration, we have established a foundation that promotes user understanding while clarifying customer pathways and improving service engagement rates. Additionally, as part of its social initiatives, NOBU English is planning to provide English education support to children in foster care facilities. Mr. Nobuhiko Yamada, the founder, holds the belief that “no matter what your starting point, if you have the will to learn, you can change your future,” based on his own experience of carving out a path in life through English. Guided by this philosophy, plans are underway to engage in pro bono activities to create an educational environment where children in foster care can expand their future possibilities through English. This project has laid the foundation for a new educational brand that simultaneously achieves business growth and the creation of social value through brand redesign.
IMAGE CONTROL
In the photographs, we used a variety of background colors—as unique as the individuals themselves—to propose visuals that convey the world of Nobu English while bringing out the full potential of each person. We placed a strong emphasis on evoking not only the moment of learning but also the joy and expanding possibilities that lie beyond it. We designed visuals that convey an experience where students naturally engage with English, learn with joy, and discover their own potential. The diverse colors symbolize each individual’s unique personality and the breadth of their future, representing the opportunity to step into a new world through English.
LOOK & FEEL
A brand’s image gradually evolves as more people become involved with it. That’s why, to ensure its vision remains consistent, we’ve clearly defined the brand’s identity and philosophy and designed it so that anyone involved can convey the same values. By establishing the brand’s look and feel, we communicate its unique identity.
BLAND GUIDEBOOK
We will create guidelines for the logo and ensure it is used correctly in practice.
HUB SYSYTEM
For NOBU English, where the brand’s image was fragmented across various touchpoints, we designed a “Hub System” that connects multiple services into a single, seamless flow. We integrated YouTube, teaching materials, online courses, and AI-powered learning, then restructured the platform around learning stages such as Connect, Basics, Junior, and Kids. By establishing a user journey that allows users to intuitively understand “what to do next,” we evolved the brand into one where English learning is experienced as a “flow” rather than a series of “disconnected points.” This creates an environment where users can continue learning without hesitation, bridging the gap from “understanding” English to “using” it effectively.
To provide educational opportunities
He offers special learning support programs to ensure that all children can receive a high-quality English education, regardless of their financial circumstances or background. To bring to life his belief that English can expand the possibilities in life, he is planning to provide free English education support to children in children’s homes. Rather than letting our brand’s message remain merely words, we aimed to create a brand where business growth and social contribution naturally go hand in hand by translating that message into concrete action.
Project : NOBU English
Credit : Creative Director Kan Yasuma / Art Director Yasuko Tingey / Art Director Akira Inoue / Designer Yusuke Kanai
