In today’s competitive world, global trends have resulted in the increased need for English language knowledge, with English being the primary means of business, social and cultural communication. The English Institute in Mostar is a centre for the study of the English language for motivated children and adults. The client’s goal was to strengthen the brand’s relevance with a professional and modern visual identity system that would appeal to both children and adults. Shift agency was selected as a partner in solving this task. Our task was firstly to redesign the existing visual identity, followed by the design of promotional brochures, various forms, diplomas and all incorporated into a book of graphic standards. In our work we were guided by the slogan "Love English, Learn English" and the elegance that exudes England. One major suggestion included introducing colours into the visual identity system in a way that allows for differentiation. Our selection of colour combinations are already present in the British tradition. In addition to colour being used for segmentation of promotional and educational materials by age (children - adults), our goal with the selected colour palette was to communicate an inviting, motivating, positive and relaxed impression that is characterized by the active and unrestrained, joyful child, and the impression of elegance that is so characteristic of the British business gentleman. This, in combination with the famous symbols of London - the London Eye and Tower Bridge - resulted in a visual identify that truly reflects The English Institute’s values and personality.