SQA Branding

I developed a brand for the Scottish Qualifications Authority (SQA) to connect with a younger audience.

The approach was inspired by Japanese and Korean line art, known for its simplicity, clarity, and emotional expression. I focused on clean, confident lines with minimal shading to reflect modern visual trends seen in youth media, streetwear branding, and mobile culture.

Key features:
• Youth-focused – Characters and scenes reflect the diversity, energy, and interests of young people in Scotland today.
• Minimal but expressive – Stripped-back line work allows space for interpretation while still communicating emotion and personality.
• Cultural cues – Clothing, hairstyles, and postures borrow from East Asian pop culture and everyday Gen Z life to make the visuals relatable.
• Flexible use – Designed to work across formats: from educational content and animations to social media and digital platforms.

This style helped refresh SQA’s brand tone—making it feel more approachable, inclusive, and current.