with high-quality books and videos in a safe, kid-first environment. Present in 93% of U.S. classrooms, the platform had scale. What it didn't have was balance. The original brand was bold, aggressive, and rooted in Epic's gaming heritage -- which worked great for boys. The girl-to-boy ratio on the platform was 25/75. That number told us everything we needed to know. Using a human-centered design process, we ran research and co-creation workshops to understand how younger children -- especially girls -- perceived the brand and viewed the world. What we learned went far deeper than color palettes. It reshaped the illustration style, the tone of voice, and the overall user experience from the ground up.
Our workshops surfaced something more valuable than opinions: they gave us a window into how young children actually see themselves in the world. That perspective became the creative brief. The characters, the layout, the language. All of it was built on what we heard in those rooms.
Fun + Playful + Delightful
Original / Genuine / Cool / Accessible / Treasured / Reliable
Using data gathered from focus groups and a human centric design process we explored the possiblities of the brand within our defined perimeters.
