Designworks 181 Kami

  • Pou Auaha / Creative Director
    Jef Wong
  • Pou Rautaki / Strategic Lead
    Mike Pepper
  • Ringatoi Matua / Design Director
    Caitlin Thompson
  • Kaituhi Matua / Copywriter Lead
    Sam O’Flaherty
  • Ngā Kaimahi / Team Members
    Caitlin Rassie, Phillip Kim, Andrew Holder-Ross, Amanda Sommerville, Kathryn Cunningham, Chloé Griveaud, Jordan Popovich, Nicky Lloyd
  • Kaitautoko / Contributors
    Louis Esther, Alliv Samson, Hengjie Wang, Gemma Leigh-Perry, Chinmayee Phalnikar
  • Client

In the wake of COVID-19 lockdowns, Kiwi digital learning company Kami was experiencing exponential growth. But the brand had been left behind. We were tasked with a rebrand that would help take this successful Kiwi tech company to the next level.

As part of this, their display typeface didn’t reflect or amplify all that Kami offered and was all about. It was plain – and Kami is far from that.

So we developed a new custom display typeface for Kami that reflected and reinforced our broader identity work, built around the idea of ‘mundane to magic’. Bringing the fun and playfulness back, while always remaining supremely helpful and practical.

Built from the same core foundations as the identity and character, and centred around the idea of ‘love of learning’, the typeface is underpinned by a geometric construction, featuring the ‘soft circle’ form that morphs into our heart, with soft rounded terminals that make it friendly and warm.

The typeface helps bring the character and energy through when Kami talks in an ownable and unapologetically Kami way.

In 2022, Kami was named one of Time magazine’s top 100 most influential companies.