Some kids have a lucky pencil.
Kumon kids have something better.
Kumon North America | Kumoji Campaign 2026
I led the creative strategy and concept development of Kumojis from concept through execution, helping transform everyday learning emotions into a playful, character-driven content system kids could instantly connect with. From defining the emotional framework to guiding design, rollout, and real-world application, my role focused on turning abstract brand values into expressive, story-led visuals that made the Kumon experience feel more human, encouraging, and fun.
Ever had an invisible friend? Kumon kids do.
It’s the proven method that makes them stronger at math and reading and more confident in everything else.
Kids often feel every kind of emotion during a typical school day: tests are scary, homework is hard, seeing friends is exciting, going to your favorite class is fun. Our insight? Kids naturally use visual language to express what words can’t.
From a brand POV, Kumon isn’t just a decades-old learning method all about worksheets and repetition. The method is also about the holistic learning experience of a child. The Kumon method is holistic. It rewires how children learn, which in turn gives them the confidence to take on anything. Kumon kids are put in a better position for math, reading and beyond!
So, what if the Kumon method became a character; an empowering, encouraging friend that helps kids navigate not just school subjects, but self-belief? A friend who celebrates every “aha!” moment and helps turn every “ugh” into “I got this.
A student-first POV beyond the worksheet and into real life.
These kumojis are your cheerleaders to get to all the possibilities that the method and the practice creates. This campaign makes Practice Makes Possibilities, the brand platform, tangible, grounding practice in real moments kids recognize.
These kid-led UGC videos are part of an ongoing content series we’re building with Kumon families.
DIRECT MAIL
Kumon wanted an interactive tactic that could be something both the child and the parent would appreciate. I wrote a “storybook” that we sent out via direct mail sleeve.
