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Completing the circle of learning for working professionals

UpGrad is a startup looking to revolutionalize the online education space.

Unlike conventional e-learning portals that just aim to teach specific skills, UpGrad offers certified degree courses and a robust learning environment that can rival the best brick-and-mortar universities and institutions.

Ronnie Screwvala (UpGrad Co-founder & Chairman) and Mayank Kumar (Co-founder & MD) tasked us with creating a transparent, relevant and aspirational brand. A voice and design that makes education seem a lot more approachable and engaging. The challenge was to craft a brand that could express credibility in a highly non-trusted sector.

UpGrad is designed to target working professionals to enhance and advance their professional journey. In a way, it is getting back to learning for these professionals.

We designed ‘The Gloop’ – a symbol that stands for the circle of learning. The Gloop is a closed canvas which leaves huge room to explore and experiment with endless possibilities.


Doodles, illustrations, photos can all be employed to great effect in combination with the Gloop. Overall we used an approach that can easily adapt to virtually any contemporary platform with the most fundament tools.

Project / 

Brand Identity Creation


Role /

Brand Identity, Concept, Art Direction, Design, Copywriting

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