KOULUKOULU
/ Visual Identity / Branding / Graphic Design / Illustration / Set Design / Photography /
Branding, visual identity, naming, illustration, concept work, set design etc. for Koulukoulu -online course. Elementary school has changed significantly since the parents of today’s schoolchildren were schoolchildren themselves. Koulukoulu is a free online course that updates the schoolchildren’s parents’ knowledge about the everyday life at elementary school. We created the identity of the course through joy and play. We wanted all elements from logo to tonality to overall visuality to convey the spirit of the course: an updated, exciting approach to elementary school as it is today. Behind the identity lives the ethos of the course as a whole – Koulukoulu addresses adults, but it exists for the children. The course also needed a name that’s straightforward yet playful, communicating both the content of the course and the approachable and exciting overall mood. To tackle the wish for informativeness, it felt natural to look for a name from the school world – from objects, themes and associations. At the same time, we toyed with the idea of parents returning to school. Turned out the right name had been under our noses the whole time. Koulukoulu – “School School” – is a school about school. All elements were first illustrated, then brought alive by carving the MDF boards with CNC cutter. The elements were then painted and assembled as real-life illustrated objects to be photographed in our studio. This process added an organic touch reality on the otherwise surreal and quirky visuals.
Art Direction / Design / Illustration / Set Design: Joonas Jansson
Copywriter: Emma Tuomi
Photography: Mikael Ahtikari, Joonas Jansson
Animation for illustrations: Petja Salmio
CNC work: jyrsijä.fi
Creative Direction: Marko Vuorinen, Tommi Kortesniemi
