For fast-growing edtech startup Knowt, helping students study smarter was just the beginning. They weren’t trying to be just another study app — they wanted to create something different, something that felt personal and genuinely fun.
Knowt knew that strong technology alone wouldn’t spark a connection. What they needed was a way to express their personality, break away from the serious tone of typical education tools, and build a brand students could actually relate to.
This is the story of how we helped them bring that vision to life — with a dragon named Kai.
Knowt already had the tech: AI-powered flashcards and note tools that genuinely help students learn faster. But in the world of B2C apps, especially for Gen Z and student audiences, functionality isn’t enough. Emotional connection is everything.
They needed:
We’ve seen how effective mascots can be when done right. Think of Duolingo’s owl, or Mailchimp’s Freddie — these aren’t just characters, they’re brand assets that have helped build communities of millions. Knowt wanted to create that same kind of emotional connection — a visual language that felt like a friend, not just a feature.
So, the challenge was clear: bring Knowt’s personality to life with a mascot that felt memorable, meaningful, and made studying something users could enjoy.
After exploring various directions, we landed on a dragon — mythical enough to feel special, but soft and charming enough to connect emotionally. And so, Kai was born.
We designed Kai to be:
Kai wasn’t created as just a logo or illustration. He was designed as a living, breathing brand asset — with multiple poses and a personality that evolves with the user journey. Whether he’s clapping in celebration, scratching his head in confusion, or waving hello, he adds warmth and energy to the app experience.
Once Kai’s personality and look were defined, the next step was making him feel alive, not just as a static image, but as a character that could show up wherever students interacted with Knowt.
To make that possible, our designers illustrated Kai in 16 different poses and scenarios, each carefully designed to reflect a real part of the student experience. Kai became a full emotional toolkit the brand could tap into.
But we also knew consistency mattered. So we created detailed mascot guidelines — a complete behind-the-scenes manual that ensured Kai always looked like Kai, no matter where he appeared: in the app, on social media, in email banners, or inside animated scenes. It also helped the Knowt team feel confident about using the mascot everywhere while maintaining his unique identity.
From tiny app icons to full-screen graphics, Kai was ready to be that familiar face students could recognize, trust, and smile at, day after day.
By introducing a mascot, Knowt transformed its user experience. Kai doesn’t just make the interface more fun — he gives the brand a voice. For B2C apps especially, this emotional layer is what builds loyalty, encourages habit, and turns users into fans.
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With Kai, Knowt has become more than just another study tool. It’s a platform students feel connected to, and one they’re excited to come back to.
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