Boclips

The Brief & Strategic Challenge

Boclips was founded to make high-quality educational video easier to find, license, and use. As the company expanded beyond its established publisher-focused platform into a new product for teachers, the brand needed to evolve to support a broader audience and a larger vision.

The challenge was to create a unified brand that could serve two very different audiences, courseware publishers and educators, while positioning Boclips as a trusted, safe, and user-friendly alternative to general video platforms. The new identity also needed to work across both products while establishing a clear and recognizable Boclips brand.

Brand Strategy & Positioning

I developed the brand strategy around the company's mission, audience needs, competitive landscape, and long-term vision. The positioning centered on Boclips as a trusted guide to high-quality educational video: curated, rights-ready, secure, easy to use, and free from the distractions and risks associated with open video platforms.

The strategy also established a unified Boclips brand architecture that could support both the existing publisher offering and the new teacher-facing product. Rather than creating separate identities for each audience, the goal was to create one brand that could adapt to each product while remaining recognizable as Boclips.

Creative Direction & System Design

The visual identity drew from the meaning behind the Boclips name, which derives from the Bodhi, or Bo, tree associated with enlightenment and discovery. Because Boclips operated globally, the concept was interpreted through an abstract, contemporary visual approach rather than relying on overt religious symbolism.

The resulting direction combined clean, modern typography with a restrained color palette and organic visual elements inspired by the Bo tree. The system was designed to feel smart, calm, friendly, and gender-neutral while maintaining a sense of quality and trust.

The identity was developed as an umbrella system that could adapt across the publisher and teacher-facing products, allowing each audience to have its own expression while maintaining a recognizable Boclips identity.

The Outcome

The resulting brand system gave Boclips a clear direction for its expansion into a broader educational video platform. The work connected the company's mission, audience needs, product offerings, and visual identity under one brand direction.

The framework was designed to support future products and audiences while differentiating Boclips through the qualities that mattered most to its users: trusted content, ease of use, safety, and accessibility.