Rocket Learning, a non-profit organization around early child care and education, was in need of a new brand identity, positioning tagline and mascot. We all know children are the future of every community. We want to reflect RL's success in India so that parents are inspired to act and promote early education and make sure we keep it close and friendly so everyone feels welcome despite their cultural or social situation. The challenge asked us for a well-balanced, colourful and vibrant brand that captivates children's attention and still maintains its seriousness and professionalism in a way that guarantees RL's impact at a global scale and the continuous improvement of the tools for the daycare workers.

With a very broad target audience in mind - from investors, mothers, daycare workers and institutions - and based on its history, we created a very functional brand identity, easy to be perceived but still maintaining its own personality, vibrance and ability to be received as a trustworthy, innovative and empowering. As our tagline says, our goal is to inspire action and change. As such and as the brand's name already suggests, we imprinted a continuous movement throughout our pieces so that this driving force that pushes and inspires into the future is always present. We preserved the rocket's visual world and built around it, adding the star as our mascot and using all its multicultural positive connotation and the sense of guidance and celebration.

Our new identity shifts the brand colours to purple instead of blue to neutralise gender bias and together with the rocket they maintain the playfulness needed to reach the children. It also creates more visual impact and disruption as it not so often used in this context. The rocket's window and brand's name framing maintain credibility and show seriousness, professionalism and commitment whilst the lower case brings us closer and more accessible to everyone. We chose a font that would work similarly in both english and hindi to assure inclusion and cohesiveness. Our mascot reinforces our inspiring and friendly tone as it's already a well-known and common symbol of positivity, motivation and celebration of great achievements. We focused mainly on digital assets, since the brand itself interacts this way the most with its users.