VISUAL STRATEGY GUIDE
CRICKET REBRANDING
Turning the Page
Brand Overview
History Timeline
Product & Service Line
Engaging Young Minds Through Stories
Brand Overview
Cricket is a publisher of literary magazines and digital storytelling experiences designed to inspire young readers. Through engaging stories, beautifully illustrated narratives, and creative writing opportunities, the brand fosters a love of reading and learning in children. While originally known for its print publications, Cricket has expanded into digital platforms, audiobooks, and interactive literacy tools, ensuring its stories remain accessible to new generations.
The brand serves children, parents, and educators who seek enriching and imaginative content. Young readers, particularly those aged six to fourteen, benefit from stories that spark curiosity and intellectual growth. Parents trust Cricket to provide engaging, high-quality literature that nurtures creativity, while educators incorporate Cricket’s materials into classrooms to support literacy development.
Cricket exists to ignite imagination, encourage creative expression, and cultivate a lifelong love of learning. The brand believes that well-crafted stories inspire children to think, dream, and discover. By evolving with the changing landscape of children’s media, Cricket continues to provide meaningful experiences that connect young minds to the joy of learning and creative exploration.
Adapting to a Changing World
Why the Rebrand?
As digital media and technology redefine how children engage with learning, traditional print publications face declining influence. The rise of interactive apps, e-learning platforms, and multimedia content has reshaped educational experiences, shifting preferences away from static reading toward immersive, participatory learning.
To remain relevant in this evolving landscape, Cricket must reimagine its role—expanding beyond storytelling into a dynamic, multi-platform brand that nurtures curiosity, creativity, and meaningful engagement in a tech-driven world.
History Timeline
1973
Cricket Magazine was founded by Marianne Carus, featuring a cricket mascot and a literaryfocused format.
1990
Launched Ladybug, Spider, and Babybug, expanding its publications to different age groups and interests.
2005
Launched an online platform to extend magazine content digitally while preserving storytelling and artistry.
1980
Introduced vibrant cover designs with dynamic illustrations to attract younger readers while maintaining literary appeal.
1997
Updated the cricket mascot with a refined design, balancing contemporary appeal with whimsical charm.
2010
Redesigned typography and cover layouts for a cleaner, modern look while keeping illustrated storytelling.
2014
Rebranded from Carus Publishing to Cricket Media, marking its evolution into a multimedia brand.
2018
Revamped its website, enhancing accessibility and digital magazine subscriptions for a broader audience.
Today...
Cricket is becoming a multi-platform learning hub, integrating themebased education, interactivity, and digital engagement.
2016
Expanded into digital storytelling, launching audiobooks, eBooks, and educational apps for interactive learning.
2023
Released a 50th-anniversary edition with a nostalgic cover inspired by its original 1973 design.
Writing Next Chapter
Brand New Mission
Rebranding Objective
Keywords
the Chapter
We ignite a love for reading, learning, and discovery, inspiring young minds to explore, create, and imagine beyond the page.
Keywords
We’ve chosen three keywords that capture Cricket’s core values—fostering learning, sparking imagination, and creating interactive storytelling experiences for young readers.
Educational
Cricket fosters intellectual growth through storytelling, critical thinking, and creative expression, expanding learning beyond traditional reading with interactive literacy programs.
Whimsical
Cricket’s imaginative storytelling blends fantasy with reality, sparking curiosity and making learning feel magical, playful, and full of wonder.
“Cricket offers beautifully illustrated, lively, well-written, interesting stories.”
—Marianne Carus, founder of Cricket
Engaging
Cricket encourages active participation, allowing young learners to interact through writing, creative challenges, and discussions.
“Only the rarest kind of best in anything can be good enough for the young.”
—Walter de la Mare
“So many people talk down to children, but you have to respect their intelligence.”
—Marianne Carus, founder of Cricket
Defining Characters
Audience Personas
Brand Grid
Defining the Characters
Audience Personas
What is Personas?
Audience personas help Cricket identify and connect with the people who engage with its storytelling, ensuring the brand evolves to meet their needs. By defining these personas, we gain insights into their motivations, behaviors, and expectations, allowing us to refine branding, content, and experiences that resonate deeply.
A persona represents an archetypal customer whose goals and interests align with a broader audience segment. For Cricket, this includes young readers who crave imaginative stories, parents seeking enriching content for their children, and educators integrating literacy tools into their classrooms. By understanding these groups, we can shape a brand experience that nurtures curiosity, fosters creativity, and strengthens engagement.
Exploring the diverse needs and aspirations of Cricket’s audience enables the brand to craft meaningful storytelling experiences that inspire and educate while adapting to changing media landscapes.
Area of Concern
Understanding our audience’s key concerns helps us shape Cricket Media’s storytelling approach to remain relevant and impactful. The Areas of Concern represent the core themes that matter most to Cricket’s readers, parents, and educators. These focus points guide our brand’s evolution while staying true to its mission.
For a deeper look at how these concerns influence audience behavior and engagement, refer to the right.
Making Learning Engaging & Meaningful
The CricketTogether Family & Friends Program promotes literacy through digital letter exchanges with loved ones. A B C
The CricketTogether eMentoring program connects students with mentors, making literacy interactive and engaging.
Expanding Minds & Empowering Personal Growth
Magazines like ASK, FACES, and MUSE introduce science, culture, and STEAM learning, fostering curiosity and exploration.
Strengthening Family & Social Connections
Making Learning Engaging & Meaningful Expanding Minds & Empowering Personal Growth Strengthening Family & Social Connections
The Smart Introvert
Leo Miller
Age | 9
Location | Seattle, WA
Occupation | Elementary School Student
Family Status | Only Child
Traits & Concerns
Enjoys reading as a solo activity because books provide a safe space for him to explore new ideas.
Tries to apply what he learns from books and magazines in real life because he wants to verify his knowledge.
Writes fantasy stories and keeps a journal because creative writing helps him express emotions and ideas.
Draws characters from books because he enjoys to better visualize and connect with the stories.
Finds common ground with classmates through book discussions because talking about literature helps him make friends.
Loves telling stories to his parents because sharing his favorite narratives strengthens their bond.
“Books are my escape. I like getting lost in stories where I can explore worlds without having to step outside my comfort zone.”
“When my students light up over a book, I know I’ve done my job. Reading isn’t just about words—it’s about sparking curiosity and discovery.”
Making Learning Engaging & Meaningful Expanding Minds & Empowering Personal Growth Strengthening Family & Social Connections
The Retired Grandpa
Harold Jackson
Age | 70
Location | Chicago, IL
Occupation | Retired Public Servant
Family Status | Widower, Grandfather of Two
Traits & Concerns
Goes to the local library every week because it is his lifestyle habit and the way he gets new information from the world.
Has a structured daily routine because he finds comfort in predictability and maintaining lifelong habits.
Shares personal life experiences with his grandkids because he wants to pass down values and wisdom.
Enjoys fixing and repairing household items because he believes in self-sufficiency and passing down practical knowledge.
Attends intergenerational storytelling events because this is the way he connects with the community through reading after he lost his wife.
Uses storytelling to bond with his grandkids because he struggles with modern technology and finds reading a familiar way to stay connected.
“I may not understand all this new technology, but a good story? That’s something I can always share with my grandkids.”
“I just want my kids to have the best opportunities. If I can guide what they read and learn, I know I’m setting them up for success.”
Making Learning Engaging & Meaningful Expanding Minds & Empowering Personal Growth Strengthening Family & Social Connections
The Social Butterfly Aarya Patel
Age | 18
Location | Los Angeles, CA
Occupation | High School Student
Family Status | SIngle
Traits & Concerns
Prefers short-form digital content because books take too long to get to the point.
Sees reading as a school requirement, not an enjoyable activity because academic pressure makes books feel like work.
Enjoys self-expression through social media because she values instant feedback and validation from others.
Aspires to become an influencer because she admires the lifestyle of content creators.
Spends free time shopping and following trends because fashion and aesthetics are how she connects with friends.
Loves attending large social events because she thrives in high-energy environments.
Making Learning Engaging & Meaningful Expanding Minds & Empowering Personal Growth Strengthening Family & Social Connections
The Nature Lover
Joon Woo Park
Age | 28
Location | Houston, TX
Occupation | Company Manager
Family Status | Married, Father of One
Traits & Concerns
Prefers hands-on learning in nature because he believes experience is the best teacher.
Only reads work-related reports and environmental books because he has little interest in other types of reading.
Enjoys learning survival skills because he finds practical knowledge more valuable than fiction.
Keeps a travel log and follows outdoor exploration content because this is his way of documenting life.
Takes his child on outdoor adventures because he wants to instill a love for nature and discovery.
Prioritizes family time through outdoor activities because he finds indoor activities dull.
“I believe learning should happen outside, not just in books. I want my kid to experience nature, ask questions, and get their hands dirty.”
The Story So Far...
Cricket
Current
Cricket has long been a trusted name in children’s literacy and educational engagement, offering magazines that encourage reading, creativity, and discovery. Through a mix of fiction, non-fiction, and interactive activities, Cricket has helped children develop curiosity, explore new ideas, and engage with the world around them. The brand has been a staple in schools, homes, and libraries, supporting early reading experiences and creative exploration.
Future
Cricket is evolving into a holistic learning platform that nurtures curiosity, creativity, and intellectual exploration beyond reading. The brand will provide interactive, hands-on experiences that blend learning with play, which helps children develop critical thinking, problem-solving skills, and a passion for discovery. By expanding into multi-platform engagement, theme-based learning, and immersive activities, Cricket will create an environment where children actively participate in their own learning journeys.
Current Competitors
Adjacent Competitors
Aspirational Competitors
Brand Attributes
Current Competitors
Who We Share the Spotlight
In the children’s educational magazine and digital content space, several brands inspire young minds through interactive learning experiences. These competitors offer literary, scientific, and cultural content, each aiming to spark curiosity and foster intellectual growth in unique ways.
How We’re Different
While many competitors emphasize traditional educational content, Cricket blends storytelling with experiential learning. Our approach goes beyond reading—we foster hands-on engagement, active exploration, and interdisciplinary connections, ensuring that learning feels dynamic, interactive, and curiosity-driven.
National Geographic Kids
Provides captivating articles, photography, and activities covering nature, science, and global cultures to engage young minds.
Highlights
Blends stories, puzzles, and interactive challenges to encourage creativity, critical thinking, and problem-solving.
Ranger Rick
Focuses on wildlife and nature education, inspiring children to explore and appreciate the outdoors.
The Week Junior
Delivers child-friendly news and current events, helping young readers develop global awareness and media literacy.
Kazoo Magazine
Designed to empower girls through science, art, and inspirational female role models in an engaging format.
Kids Discover
Offers in-depth exploration of science and social studies, making complex topics accessible and engaging for young learners.
Brainspace Magazine
Aims to blend print and augmented reality (AR) to create an interactive, multimedia learning experience.
Storytime magazine
Features fairy tales, myths, and short stories, nurturing a love for reading and literary imagination.
Chickadee Magazine
Provides age-appropriate stories, science facts, and activities tailored for early readers and inquisitive minds.
Click Magazine
Covers science, technology, and engineering for young readers, introducing big ideas in an engaging, kid-friendly format.
PBS Kids
Provides educational games, videos, and interactive lessons that integrate learning with popular children’s programming, reinforcing school readiness skills.
Duolingo
A language-learning platform with gamified, bite-sized lessons, teaching phonics, literacy, and new languages in an engaging way.
Yoto
A screen-free audio device delivering educational content, audiobooks, and music, encouraging independent listening and interactive learning.
LEGO Land
Indoor play and learning spaces where kids engage in engineering, creativity, and problem-solving through LEGO-based activities.
KidZania
A miniature city where kids role-play real-world jobs, fostering independence and real-world learning through pretend play.
American Girl Experience
A blend of storytelling, roleplay, and historical exploration, allowing children to engage with interactive doll-based narratives.
National Parks Junior Ranger Program
A real-world educational experience that immerses children in nature and history, encouraging exploration and curiosity-driven learning.
Sky Zone
Encourages physical activity, movement-based play, and risk-taking in a safe environment, helping kids develop confidence and coordination.
Osmo
A hands-on learning system combining physical play with digital interaction, helping kids explore creativity, math, and critical thinking.
Adventure Academy
A virtual multiplayer learning experience that combines role-playing, educational quests, and gamified exploration to teach reading, science, and math.
Aspirational Competitors
Who We Want to Compete With
As Cricket evolves into a multi-platform learning hub, we aspire to compete with brands that redefine education—those that make learning engaging, interactive, and curiositydriven. These competitors blend play, exploration, and innovation to create memorable learning experiences that go beyond traditional reading and literacy.
Minecraft Education Edition
A game-based learning platform that turns play into problem-solving and exploration, reinforcing Cricket’s mission to make learning more interactive and immersive.
Tinkergarten
A nature-based learning program that encourages outdoor play and hands-on discovery, aligning with Cricket’s vision to connect learning with real-world experiences.
The Exploratorium
A museum that combines hands-on science, art, and technology, inspiring Cricket to create interactive and experimental learning modules for young learners.
BrainPOP
A video-based educational platform that simplifies complex topics through animated storytelling, reinforcing Cricket’s commitment to making learning engaging and accessible.
KiwiCo
Delivers hands-on STEM and creative projects, inspiring Cricket Media to develop more tactile, exploratory learning experiences that bridge digital and physical education.
MEL Science
A subscription-based hands-on science experiment kit, inspiring Cricket to integrate real-world, experiential STEM learning into its educational offerings.
Wonderbly
A personalized book company that customizes children’s reading experiences, inspiring Cricket to introduce more individualized and adaptive storytelling elements.
Masterclass
Offers expert-led courses across various subjects, inspiring Cricket to bring real-world experts and thought leaders into children’s learning experiences.
Little Passports
A travel-based subscription kit that introduces children to geography, culture, and global learning, reinforcing Cricket’s goal of expanding young minds beyond books.
Outschool
A live virtual classroom platform that offers unique, interest-driven courses, inspiring Cricket to embrace more personalized and on-demand learning experiences.
Understanding the Market Landscape
Brand Attribution
By pinpointing common attributes among current and adjacent competitors, we gain deeper insights into the strengths, weaknesses, and positioning of the industry. This process helps define the competitive space while identifying words that Cricket can uniquely claim. These attributes will guide the transition from the existing market landscape to an aspirational brand identity, reinforcing what makes Cricket stand apart.
“Curiosity fuels learning, and learning shapes the future. This reimagined Cricket Media is about inspiring young minds to explore, create, and grow in an ever-evolving world.” www.storiesthatchirp.com