Brand – Counting Well

Countingwell is an Indian Ed-Tech startup company that uses Al-Driven algorithm to enhance a child’s Maths learning experience. They personalise the learning path for every child on the exact topic that they are most ready to learn.


The founders of Counting Well approached us when the app was still in its initial development phases. From investment presentations to logo and brand identity design, we were given a clear goal – the brand needed to come across as a fun way of learning maths.

Scope of Work
Our scope of Work included – designing 2 separate brand identity systems – one for marketing and one for the app content including color palette, typography, icon Styles, illustration styles and image guidelines.

The marketing guidelines were defined in a way, so the app development team, website development team & digital marketing team could execute their work in consistency with the brand ethos.

The content guidelines were defined in a way, so several internal as well as external, image and video building teams, could execute the design with consistency across the platform.

Along with the brand identity system, we also designed 10,000+ content images and gifs that are used on the Counting Well App.