EF English Live | 2019–20
Global Creative, Luzern
EFEL sits slightly outside of the global product landscape because of its history as being known as English Live before being associated with EF. From a visual point of view, the direction of the identity had to take on a new form. Inspired by the principles and foundations defined in G.U.D. 4, we developed a responsive logo lockup system where English Live has increased prominence compared to conventional EF products.
After a round of creative strategy conducted by LaGUARDA Consultancy, based in Holland, the concept around the visual language was formed around the idea of being more human. With that, and in contrast to the digital only nature of the product, we championed the use of honest photography with traditional, analogue photography effects to make the imagery more approachable.