Rebranding Design for Happy Kids as an English Course for Children

Authors

  • Eko Kurniawan Johar Irianto Universitas Bhinneka Nusantara
  • Saiful Yahya Universitas Bhinneka Nusantara
  • Selyne Florencia Anggoro Universitas Bhinneka Nusantara
  • Jennifer Marcellina Universitas Bhinneka Nusantara
  • Aditya Fauzan Universitas Bhinneka Nusantara

DOI:

https://doi.org/10.32664/mavis.v8i01.2274

Keywords:

Child Education, Rebranding, Visual Identity

Abstract

This study discusses the rebranding design of Happy Kids, an English language course institution for children in Malang City, through the strengthening of visual identity and the development of integrated communication media. Although established in 1997 and maintaining a stable student retention rate, Happy Kids faces challenges in building a consistent brand identity and digital communication strategy amid increasing competition from child-focused educational institutions that utilize visual and interactive media. Furthermore, changing parental expectations regarding fast, engaging, and integrated access to information have created the need to update the institution’s brand communication strategy in order to remain relevant and competitive. This study is based on the finding that the implementation of mascot-based rebranding strategies and interactive media remains limited among non-formal educational institutions for children in Indonesia, particularly in fostering emotional connections between institutions, children, and parents.

The research employed a design-based approach consisting of brand analysis, concept development, and the implementation of integrated communication media. The rebranding process included the development of a 3D animated mascot (Lumo), website design, the creation of an interactive illustrated storybook, and supporting promotional media. These elements were designed to establish a consistent visual identity, foster emotional engagement between children and parents, and enhance institutional visibility through website user interface (UI) design.The results indicate that the integration of consistent visual media has the potential to strengthen brand identity and create a more cohesive communication experience. Based on limited user testing and participant responses, the designed media were perceived to support the recognition of Happy Kids as a modern, child-friendly English language course institution that is adaptive to the development of digital media.

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Published

2026-08-03

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Vol. 8 No. 01 (2026): Mavis : Jurnal Desain Komunikasi Visual

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