Start Right Learning Solutions
Building a Educational Brand That Bridges Trust and Imagination
Client
Timeline
Scope Expansion
Tools
Result
Role
The Problem Space
The Real Obstacle
Anjana Thom founded Start Right to deliver premium tutoring and early childhood development across an 11-year age span (4–15). She had the pedagogy and track record. But she was losing deals.
Without a visual identity, parents, the actual buyers—couldn’t tell her apart from budget tutoring services. She was trapped competing on price instead of value. The math was brutal: perceived credibility directly determines pricing power.
She needed to shift perception from “homework help” to “educational accelerator.” In one week.
She needed to shift perception from "homework help" to "educational accelerator." In one week.
The Gap
What She Asked For vs. What She Needed
Initial brief: “I need a logo and business cards.”
Real problem: A scalable brand system that works across signage, learning materials, merchandise, every touchpoint where parents and students encounter the brand. Something that feels academically credible to parents but visually engaging to kids ages 4–15, and within the budget.
The Initial Direction
From Logo to Business Cards (How the Scope Changed)
The ask: Logo only.
I started by understanding the actual problem, not just executing the brief. She requested pencils, puzzles, and bright colors. But I needed to know why. What does learning actually mean to your brand? It’s collaborative. It’s building something. It requires guidance.
Core concept: A helping hand placing a puzzle piece, mentorship in visual form. The pencil becomes geometric building blocks. The pencil stroke extends as a foundation line beneath the brand name.
Initial concept: From strategic metaphor to multiple design explorations
The Visualization Moment
I created mockups of the logo in real contexts, not just as a static mark, but living on signage, on learning materials, on branded totes. I showed Anjana what the logo could become.
The shift: Logo in mockups → Brand system becomes visible
The Scope Pivot
After seeing the mockups, Anjana realized something: A logo alone wasn’t enough. She could see how the mark would appear on signage, how it could live on branded materials, how parents would encounter it repeatedly. She understood what a cohesive system could do for her positioning.
Her ask shifted from “I need a logo” to “I need business cards too—and I want every touchpoint to feel this intentional.” Scope expanded because she could suddenly see the opportunity.
Business Cards: The Anchor Piece
Once she decided on business cards, the system became real. Clean white field, generous whitespace, pencil stroke framing the contact details. Bright accent color on the back. Premium finish. These weren’t afterthought cards—they were the physical proof of the brand strategy.
Real-World Deployment
The logo didn’t just sit on a card. It lived everywhere. When parents saw the brand on signage, on tote bags their kids carried home, on learning materials, the consistency built trust unconsciously.
Anjana’s exterior signage now stops foot traffic. The brand reads as coherent, professional, established. Not a scrappy tutoring service. An educational brand ready to scale.
Business cards: Where strategy becomes tangible. Premium design, strategic whitespace, intentional color blocking
Logo at scale: From concept to building signage.
Supporting Subheading
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Opportunity
Today, I am driven by the belief that great design is not just about aesthetics; it’s about creating meaningful connections between brands and their audiences. I am committed to continuous learning and innovation, ensuring that my designs not only look great but also deliver results.
Solution
Today, I am driven by the belief that great design is not just about aesthetics; it’s about creating meaningful connections between brands and their audiences. I am committed to continuous learning and innovation, ensuring that my designs not only look great but also deliver results.
Impact
Crafting Purposeful Experiences
Timeline
June-October 2023
Tools
Figma, Adobe XD
Team
Sherebanu – Designer
Sherebanu – Designer
Sherebanu – Designer
The Problem Space
What is Focal?
Focal is a business solution for photographers who want a one stop shop for website, booking and gallery set up and management. They offer subscription tiers to meet the needs of different business maturities. As a local start up, they pride themselves in exceptional customer service.
The opportunity cost of blogging
The Customer Success team conducted video calls to do client discovery and identified that the main goal of having a website was to increase leads, rather than just displaying their work.
Improving website SEO could help gain leads, and the easiest way to do so is to blog! However, most photographers felt the effort put into blogging was not worth a marginally higher search result ranking.
Photographers would rather reallocate the effort to blogging to managing existing bookings.
The Approach
Breaking down the information architecture
The main path was with prompts. These would help inspire ideas for blog topics, and requested input depending on the prompt so that at the core, the photographers ideas would shine through.
The extra AI path – dubbed Instablogs – was to accommodate the needs of our photographer demographic – those that are more visual-focused, less writing savvy, and have a great Instagram feed.
Photographers would rather reallocate the effort to blogging to managing existing bookings.
Imagine this user journey:
Jimmy is a busy freelance photographer and ends up neglecting his website SEO. He doesn’t want to miss opportunities to gain potential clients through online search, so he tries to increase SEO by putting up blogs on his website
Photographers would rather reallocate the effort to blogging to managing existing bookings.
The Problem Space
The opportunity cost of blogging
The business goal
Focal wanted to increase new user subscriptions, and increase use of the admin section (a place to manage bookings and galleries all in one) because it was Focal’s competitive advantage. By working with the Success team to add the hotly requested blogging feature, and incorporating trending technologies like AI, we could expose the rest of the admin tools aka the competitive advantage.
Photographers would rather reallocate the effort to blogging to managing existing bookings.
note: diagram is simplification – there were other ways to meet business goals and customer needs like improving the onboarding process or providing more text templates in photographer booking pages, but AI-blogging met the most criteria.
The Approach
Breaking down the information architecture
The main path was with prompts. These would help inspire ideas for blog topics, and requested input depending on the prompt so that at the core, the photographers ideas would shine through.
The extra AI path – dubbed Instablogs – was to accommodate the needs of our photographer demographic – those that are more visual-focused, less writing savvy, and have a great Instagram feed.
Photographers would rather reallocate the effort to blogging to managing existing bookings.
Imagine this user journey:
Jimmy is a busy freelance photographer and ends up neglecting his website SEO. He doesn’t want to miss opportunities to gain potential clients through online search, so he tries to increase SEO by putting up blogs on his website
Photographers would rather reallocate the effort to blogging to managing existing bookings.
The opportunity cost of blogging
Focal is a business solution for photographers who want a one stop shop for website, booking and gallery set up and management. They offer subscription tiers to meet the needs of different business maturities. As a local start up, they pride themselves in exceptional customer service.
The opportunity cost of blogging
The Customer Success team conducted video calls to do client discovery and identified that the main goal of having a website was to increase leads, rather than just displaying their work.
Improving website SEO could help gain leads, and the easiest way to do so is to blog! However, most photographers felt the effort put into blogging was not worth a marginally higher search result ranking.
Photographers would rather reallocate the effort to blogging to managing existing bookings.
The opportunity cost of blogging
The Problem Space
Let's mock stuff up!
One of the hard constraints given to me by the CEO was to use existing design ideas/modals from the previous designer. This was because these designs were already partially built by the devs, and we wanted to stay resourceful.
For this case study I’m going to focus on these most basic flows:
Choose your type of blog [Custom Prompt]
Decide on the prompt for your first draft
Choose your type of blog
At first, the prompt-based blogs hadn’t been decided as a path so there were only two options to design for. After gathering UI inspo, and I decided to flesh out V1B because the copy with CTA would help the user decide, and having no divider allowed the blog options to feel equal, with one not better than the other.
Focal is a business solution for photographers who want a one stop shop for website, booking and gallery set up and management. They offer subscription tiers to meet the needs of different business maturities. As a local start up, they pride themselves in exceptional customer service.
The Problem Space
Product Designer
Cool Craft
Nov 2024 - Now
Design Specialist
Amazing Pixel
Nov 2022 - Nov 2024
UX/UI Designer
Design Studio
Nov 2021 - Nov 2022
Web Designer
Freelancer
Nov 2018 - Nov 2021
When I am not Working I am Travelling
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CSS Design Award
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FAKHRI LACE
Personalized Approach
Every project is unique, and I tailor my approach to fit your specific needs and goals.
Clear Communication
I keep you informed at every stage of the process and provide you regular updates.
After Support
My commitment to your success doesn't end at launch. I provide after launch support.
Services
Web Design
Web design is more than just aesthetics; it's about marrying form with function to create a seamless user experience that captivates and converts. My web design services focus on building responsive, engaging, and visually appealing websites that reflect your brand’s essence.
Custom Tailored Design
Responsive Layouts
UX/UI Design
Development
Front end development brings your website to life, transforming static designs into dynamic, interactive user experiences. I specialize in clean, efficient coding that ensures your website is fast, responsive, and visually stunning. Using tools like Git for efficient project management and collaboration.
HTML, CSS, & JS Expertise
Cross-Browser Compatibility
Faster Load Times
Brand Identity
A strong brand identity is essential for standing out in today’s competitive market. I help businesses create cohesive and compelling brand images that resonate with their target audience and convey their core values. Developing color palettes, typography, and imagery guidelines for brand consistency.
Logo Design
Cohesive Color Palettes
Brand Guidelines
What to Expect
Personalized Approach
Every project is unique, and I tailor my approach to fit your specific needs and goals.
Clear Communication
I keep you informed at every stage of the process and provide you regular updates.
After Support
My commitment to your success doesn't end at launch. I provide after launch support.