Knowunity has world-class AI and 30M+ downloads, but the brand doesn't match. We just invested months with a top London agency (the ones behind rebrands of Granola, (transfer)wise & more) to create Knowie, our new mascot (student-drawn, pencil stroke, stop-motion spirit). The character is locked. The universe around it is yet to be created. Design the visual world: color palette, illustration style, patterns, textures, and how it all comes together in the app. If what you create is better than what we have, it ships to millions.
Context & Background
Knowunity is an AI-powered study companion with 30M+ downloads, active in 28 countries. We believe in a future where every kid gets personalized education that helps them discover their full potential. Our AI, scale, and user love are incredible. Our brand & craft? Room to grow. We just partnered with an epic design agency (Ragged Edge) to create Knowie, a new mascot born from pencil strokes and student culture. Now we need the world around it.
Target User
Students aged 12-18 (launching uni segment next week, so worth exploring if the universe adapts across age groups). Active in 28 countries with a very heterogeneous user base across cultures and languages.
Design Focus Area
Create a Gen Z brand world that makes a study app feel like culture, not homework. Starting from a purple hand-drawn mascot, design the visual system around it: colors beyond the character, illustration style, patterns, textures. Then show how it lives in the product through redesigned core app screens and a feature announcement that introduces the brand to millions of kids.
What does a great solution look like to you?
A cohesive, epic Gen Z brand. Students should want to screenshot & share it. The visual universe should feel like one world: recognizable across touchpoints, scalable across the app (as well as website & marketing creatives down the line), and emotionally resonant. If a 16-year-old would set it as their wallpaper, you nailed it.
