Parents do not see the difference between all the interactive cities for children. To detach itself from the others Kidburg – the present market leader – chose the different concept.
It is a spur ended track to speak about particular professions of the future or try to make the existing ones more satisfying for the future requirements. The world is changing every day and it is impossible to predict the professions that will be on the front burner tomorrow. Kidburg lays stress on the development of soft skills that cannot be developed by traditional education.
“Kidburg knows the skills that will be valuable in the future and helps your child to distinguish and develop them” – this is the new brand position.
The product strategy has also been renovated. It involves the development of soft skills not only within the limits of the game rooms but also with the help of the online app.
Kidburg helps parents to “discover” their children but it also protects the children’s right to play. For adults the game is some sort of entertainment, the way to “turn off” the brain. But for children the game is the way of learning the world. It is the game that involves both adults and children and is constantly changing that can cultivate personal soft skills. This unique approach for developing soft skills was reflected by the new slogan for the brand: It all starts with the game.
The game for children
is the way of learning
The new positioning based on the gradual development and “filling” the child with skills led us to the idea of an interesting graphic decision: we are literally filling the letters of the logo and communication elements with the gradient waves.
We also use the patterns to make the new identity special. These patterns represent the six key skills children develop while spending time in “Kidburg”.
*It all starts with the game