Luckykoi Career
A career coaching brand designed to feel human, reassuring, and approachable.
metrics
+42% consultation booking conversion rate
metrics
- 38% bounce rate
metrics
+29% client growth rate
Challenge
The startup was facing an outdated, low-cost visual identity that lacked cohesion and credibility. This inconsistency across brand touchpoints, particularly on social media, weakened recognition and trust. As a result, potential students were disengaging early and turning away before conversion.
Strategy
For Lucky Koi, we positioned career transitions as emotional decisions, not just practical ones. Users weren’t only seeking tools like resumes or interview prep—they needed clarity, reassurance, and confidence throughout the process. The brand strategy shifted toward a more human, supportive tone that prioritizes comfort and guidance over a cold, institutional “course-selling” approach.
We built the brand around warmth and approachability.
The identity introduces subtle curves, vibrant orange tones inspired by koi fish, and a balanced palette of muted secondary colours drawn from wellness brands to create a calm, grounded feel.
The logo combines the flowing form of a koi with a four-part structure inspired by a lucky clover — bridging Eastern symbolism with a familiar Western idea of luck. This balance extends across the system, from typography to layouts, ensuring the brand feels both distinctive and easy to connect with.
The system was designed to scale across touchpoints, including social media, workbooks, merchandise, and client-facing documents — maintaining consistency while supporting the business in everyday use.
