Speaky Peaky’s brand was unique in that its foundation was rooted in the viral success of the founder’s Youtube Channel. Summer Park was a student growing up in Korea who supplemented her English education by studying TV shows and movies with subtitles. She began sharing her methods online, when she realized how helpful they were. Over time her following grew to over hundreds of thousands of subscribers, prompting her to expand her methodology into a complete language-learning platform.

While her clarity on the specific values of her brand weren’t resolved yet our initiation interview was enough to generate key principles to inform our creative process.

The primary quality that stood out to me in her story was the feeling of empowered freedom. She loved that becoming confident in her English abilities allowed her to leave her country and explore the rest of the world.

After a brief exploration of directions, we were able to anchor ourselves in an interesting idea: a visual overlap between chat bubbles and a hot air balloon. Casual communication + empowerment of elevated views.

We dug in deeper.

After some wild foraging through the zanier variations of the hot air balloon form we were able feel confident that simplicity was the best option.