The British Council wants to promote Asian language learning. I was commissioned to brand this language campaign called Open Your Eyes. The challenge was to come up with an identity for the campaign, which includes a series of 9 language workshops aiming at audience ages 10+.
This is the initial concept development. The campaign is called OPEN YOUR EYES, which is about opening one's knowledge to a new language. I combine the idea of Eye and the Mouth, which relates to speaking, and created an icon of visual identity that reflects both speaking and seeing. The letter O in the word OPEN is replaced by this icon to show the playful nature of the campaign. In the final design, the blue was replaced by a warmer orange colour to capture the welcoming message the campaign aims to achieve.