Problem

To continue to scale, Rocket Learning needs a brand that can speak to varied stakeholders in an engaging and relatable way, as well as express the company’s personality and mission. Rocket Learning’s current brand never fully considered how to speak to different audiences, lacking cohesiveness and depth. A strong brand story and system is needed to be able to communicate their mission, and the value they bring to the communities they are a part of.

Insight

As the provider of resources, tools, and empowerment, Rocket Learning is the guiding light for parents and daycare workers as they support their children on their learning journey.

Rocket Learning is the guiding light for parents and daycare workers as they help children build the foundation needed to excel in lifelong learning. This is brought to life in the mascot, the brand’s centrepiece. We visualise RL in Taara - a literal shining star - there to guide parents, children and daycare workers to a path of education. Star symbolism is positive and hopeful. A star is a spark in the darkness. It’s warmth a catalyst for whole solar systems. The brand system helps to create the world that Taara lives within - centred around star and space based motifs, that represent openness and opportunity.

The brand’s visual direction situates it in the early childhood sector while retaining enough maturity to be smart and credible. It’s bright and approachable without being naive. The cuteness makes Taara accessible, encouraging a visceral reaction for instant connection.

The brand system uses space-based motifs to build upon the world alluded to in RL’s name, telling the story of aspiration and opportunity. We use graphic devices inspired by solar systems and constellations to reflect the importance of RL’s vibrant digital communities.

Our mascot is a star that shines in many ways – sometimes they twinkle and sometimes they glow. Their rays are how they express their personality, and this comes to life best in WhatsApp conversation stickers.

The variable logo can speak to a spectrum of stakeholders. At a government level, Taara is alluded to as a silhouette within the O. When speaking to our community, they are fully visible.

The colour palette evolves the existing RL colours, simply increasing saturation and contrast for a more contemporary energy. The typography is friendly and approachable, and sourced from Indian Type Foundry, supporting local type designers and available in local languages.