LUKCY KOI
Career Coaching & Mentorship for Students and Early Professionals
Role: Brand Design, Graphic Design
Timeline: 1 month
Platform: Web Application
Read Time: 5 mins
Have time for the 83 pages Brand Guideline?
OVERVIEWWho is Lucky Koi Career
Lucky Koi is a service-based career coaching brand supporting students and early professionals through resume editing, mock interviews, and step-by-step job search mentorship.
The goal was to position Lucky Koi as encouraging but credible — a brand that feels warm and optimistic, yet structured and reliable during a stressful transition period.
THE CHALLENGEFinding Balance in Identity
Students entering the job market often feel overwhelmed, underqualified, and uncertain. Many career services feel either:
Too corporate and intimidating
Or too casual and lacking credibility
Lucky Koi needed a visual identity that balanced professionalism with optimism, while differentiating itself from generic “career coaching” brands.
VISUALSLogo System
The logo is built around a simplified koi silhouette — minimal, fluid, and confident. The curves feel dynamic, symbolizing forward motion, while maintaining clarity and scalability across digital and print formats.
VISUALSColor System
The primary palette centers around a vibrant koi orange — energetic yet grounded.
Secondary tones (lime, sky, skin, and forest) expand the system to feel supportive and human.
Color pairings are always cohesive and balanced. The brand avoids high-contrast chaos, instead prioritizing harmony and approachability.
VISUALSTypography
The typography balances warmth and structure:
A confident, modern display type with for headlines. With narrow typeface and subtle curves that matches the Koi symbol
A clean, readable, and functional Roboto Flex for body copies
This pairing ensures the brand feels professional without becoming cold.
Wanna see the full brand guideline?
Or use the bottom nav to see my next project.