Children are the literal future. They have the potential to change the world. But even though we all come from the same biology, not all children are born with the same opportunities.

As of 2023 India is the country in the world with most inhabitants, but over 50% of the children lose the opportunity to learn as a cause of inaccessible education in the early years. These years are crucial as 85% of brain development happens before the age of 8. Children deserve the opportunity to learn and grow equally, creating experiences and connecting with each other. That’s why we created “Children Change The World”, a visual identity campaign from Rocket Learning. The campaign uses geometrical shapes to create instant visual connection to the early childhood education, but also to modern and professional design.

The new visual identity is centered around three geometrical shapes – the square, the circle and the triangle - known from the playground, to create a playful, yet professional design that incapsulates the learning experience. As the target group is very wide, we decided to utilize these primary shapes that are both imminent symbols of early childhood but also are core elements in professional digital design. The programme unfolds on WhatsApp, so we wanted to relate the design to the UI, like the round shapes of messages, to enhance the brand cohesiveness. The shapes are each connected with a word that adds to the campaign tagline to emphasize that Rocket Learning and its partners are helping the children get opportunities for learning. As visuals the shapes are used separately or together, to show that each childs path is different and unique.

With “Children Change the World”, Rocket Learning manages to reach a broad audience and get brand awareness on different channels. The logo is connected to the creative idea and can be used on different backgrounds. The avatar is built from the shapes as a rocket, emphasizing the brand name and relating to the children. The avatar face is also shown on the badges of achievement given to the parents and children in the programme on WhatsApp, as a way of using gamification to spike the incentitive to participate. While the programme is digital, Rocket Learning wishes to get children away from screens, which is why we also created a series of wooden toys in the three shapes for children to play with. We see this activation as a reward system alongside the digital badges, where the children get new toys that they can play with together, supporting the connection in