XCL Education Group
Branding the leading education group in Southeast Asia
XCL Education partnered with Kitchen to launch and define its global brand. Based in Singapore and rapidly expanding across Southeast Asia, the group brings together a network of K–12 schools, preschools, and language centers under one unified vision.
We developed a core identity that reflects progression and ambition. The XCL mark evolves into an upward movement, transforming the X into a plus. A simple but powerful gesture, signaling growth, advancement, and a future-ready curriculum.
From this foundation, we built distinct identities for key institutions. XCL World Academy expresses energy and achievement, a sense of forward motion and confidence. XCL American Academy reflects structure and academic rigor, translating its curriculum into a clear and elevated visual language.
Beyond the group identity, Kitchen worked with a network of partner schools to evolve their existing identities within the XCL framework. D-Prep, Sri KDU, and the American School of Bangkok each retained their own distinct mark, redesigned or refined by Kitchen, with a shared endorsement connecting them to the group. Sometimes an evolution. Sometimes a complete rethink. Always rooted in the same strategic foundation.
Kitchen understood what we were building before we could fully articulate it ourselves. That's rare.
Brian Rogove
Founder & CEO, XCL Education Group
