Brand Identity / Art Direction / Motion / Illustration / Book Cover Design
Kaspi Kids Publishing is part of Kaspi Education, one of the country’s leading educational organizations. The project focused on building a distinctive and flexible visual identity for a children’s publishing brand with a strong sense of character, movement, and play.
The Challenge
Kaspi Kids already had an established mascot, but its original form was too complex to work effectively across different formats and scales.
I began by simplifying and refining the character, improving its proportions, visual clarity, and overall appeal. The goal was to make the mascot more responsive, adaptable, and expressive while preserving its recognizable personality.
This refined version became a central part of the identity and was later integrated into the logo system.
The Approach
I led the visual development of the brand from concept to final production, covering logo design, visual identity, illustration, motion design, and book cover design.
The identity was built around bold color, playful typography, dynamic compositions, and a strong sense of movement. Rather than treating the logo as a standalone element, I developed a broader visual system that could remain consistent while adapting easily across different formats and content.
Book Cover Design
The new identity was also translated into a series of print-ready book covers.
Each cover followed the core brand language while maintaining its own visual character. The system was designed to be flexible enough to support different titles and themes without losing consistency across the overall Kaspi Kids catalogue.
Outcome
The result is a bright, expressive, and adaptable identity created for both digital and print environments.
From the refined mascot and logo to motion, illustration, and publication design, the project established a cohesive visual world that gives Kaspi Kids a stronger, more recognizable presence and a more engaging connection with young readers.