Self-described as “Klarna for Education”, Knoma is a learn-now, pay-later startup that enables students to access 0% interest loans for up to 12 months, making education more affordable. They came to me with a challenge: their existing website wasn’t serving their needs as they transitioned to a discovery-driven model. The goal was to build a marketplace and educational hub to help students access education they otherwise couldn’t afford.
Realising that Knoma’s brand lacked the depth to support their expanded vision, I proposed a dual approach: evolving the website into a discovery-focused marketplace and refreshing the brand identity. This involved creating a vibrant color palette and a layered, iterative brand motif to symbolize growth in knowledge, alongside hand-drawn accents that echoed the self-guided nature of learning, especially relevant for Knoma’s target audience of career switchers.
I developed a new website with marketplace functionality at its core and a cohesive design system to unify Knoma’s brand across their digital presence. The final deliverables included the brand guidelines, updated logomark, and a foundational design system that set Knoma up for future scalability.
Knoma now has a strengthened brand identity and a marketplace-ready website, positioning them as a leader in accessible education with a user-centered, discovery-driven experience that supports their mission to empower learners.
