To this day, over 35 million children still don’t have access to early learning opportunities.

Rocket Learning is an organization committed to ensuring equal foundation for all kids, through the use of technology and by intervening on a community level.

The organization is getting recognized internationally and is growing very fast, thus the need for a more attractive and reliable visual identity. The brief asked to develop a new, powerful branding that could express the organization’s positioning, tone of voice and personality. The new v.i. has to be young, positive, empathetic and aspirational.

Among the requested deliverables, there’s a new logo design, supported by a strong, descriptive tagline; and the creation of a mascot, able to involve new people in the initiative.

The goal is to design a transversal brand identity whose assets makes it able to approach both institutional receivers such as governemnts, companies, contributors and also involve and attract parents and kids to take part to the scholastic initiative. Inspired by the organization’s name, we designed a logotype whose movement is projected towards the sky. Its typography is at the same time friendly and easy yet very reliable. The new mascot, the caterpillar, has a strongly aspirational meaning: exactly like really young children, it has to acquire information and skills to be able to grow, become a butterly and fly high. It is a friend and support to the children in their path for educational growth.

We finally came up with a tagline summing all of these ideas up: “Learning, to fly”.

All the designed assets are characterized by a strong recognizability. The logotype developes itself on an arched trajectory, which projects it towards the sky. The overall typography choices, on the logo but also in the design materials, express reliability while being warm and close to the receiver.

The brand palette is eye catching, vibrant and fresh. Its tones are a balance between corporate/institutional shades; colorful, culture-inspired tones and an almost rgb digital sub-palette to colour the mascot.

The caterpillar, depicted in a bright green gradient, adds a touch of eclecticism to the identity where it is allowed to. Overall, a handmade sign (sometimes typographic, trough the use of a marker font; sometimes in form of doodles) addshumanity and closeness to the v.i.. The materials developed are mostly digital touchpoints, such as the organization’s

website, the social media and educational materials.