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Every day, we
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Do we learn?
TOUCH TASTE SMELL FEEL SEEING DOING INSTRU TEACHING DEMONSTRATION DISCUSSION LISTEN WATCHING INTERACTION SPEAKING LOVING FAI NSTRUCTION EXPERIENCE READING TALKING P LISTENING QUESTIONING STORYTELLING PLAYIN LOVING FAILING TOUCH TASTE SMELL FEEL SEEIN PRACTICE TEACHING DEMONSTRATION DISCUSS ADVENTURE WATCHING INTERACTION SPEAKING DOING INSTRUCTION EXPERIENCE READING TAL LISTENING QUESTIONING STORYTELLING PLAYIN LOVING FAILING TOUCH TASTE SMELL FEEL SEEIN PRACTICE TEACHING DEMONSTRATION DISCUSS ADVENTURE WATCHING INTERACTION SPEAKING DOING INSTRUCTION EXPERIENCE READING TAL LISTENING QUESTIONING STORYTELLING PLAYIN LOVING FAILING TOUCH TASTE SMELL FEEL SEEIN PRACTICE TEACHING DEMONSTRATION DISCUSS
UCTION EXPERIENCE READING TALKING PRACTI NING QUESTIONING STORYTELLING PLAYING AD ILING TOUCH TASTE SMELL FEEL SEEING DOING PRACTICE TEACHING DEMONSTRATION DISCUSSI NG ADVENTURE WATCHING INTERACTION SPEAK NG DOING INSTRUCTION EXPERIENCE READING SION LISTENING QUESTIONING STORYTELLING P G LOVING FAILING TOUCH TASTE SMELL FEEL SEE LKING PRACTICE TEACHING DEMONSTRATION DI NG ADVENTURE WATCHING INTERACTION SPEAK NG DOING INSTRUCTION EXPERIENCE READING SION LISTENING QUESTIONING STORYTELLING P G LOVING FAILING TOUCH TASTE SMELL FEEL SEE LKING PRACTICE TEACHING DEMONSTRATION DI NG ADVENTURE WATCHING INTERACTION SPEAK NG DOING INSTRUCTION EXPERIENCE READING SION LISTENING QUESTIONING STORYTELLING P
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Teaching kids can be tough. Their minds are constantly developing, and we need to keep up. Entertainment is only one aspect to look at; education is vital to the development of the minds of kids as well. How do we combine these two? Who can offer a solution? Fat Brain Toys began as a simple garage start up in 2002. They started their business with one goal in mind: to create high quality, educational toys for kids. Over the past few years, their company has been growing. They need to visually evolve in order to be a source for connections.
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What if, there was a
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way to play?
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We are the toy experts. OUR MISSION is to enrich families and provide “A Smarter Way to Play” by inspiring creativity and sparking curiosity. We design and curate world-class toys and games, while providing an extraordinary customer experience. OUR PRINCIPLES are the guides we use in every step of the process. We are dedicated to providing our customers with safe, quality, mind-expanding toys, games and gifts. We know we are not just selling toys, but an experience and an exchange of emotions between the giver and receiver. We want to “over-deliver” for each and every customer, and have a company where everyone is excited to play an important role.
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TO EDUCATE TO CREATE CONNECTIONS TO DEVELOP MINDS
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POSITIONING to teach kids skills while entertaining them to expand their minds to engage both parents and kids
PRODUCT/BENEFIT high quality, educational toys for children
VALUES we are: reliable, innovative, supportive, genuine, curious, energetic, and explorers
STYLING fun loving and creative colorful and engaging personable and customizable for each kid
MISSION to create a smarter way to play
VISION to inspire creativity to show the lasting effects of our products to be a place of both knowledge and fun
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L G L T Z H G C G F G N R Y W Spark your creativity by finding your way through the brainstorms! X N A Y M H T P O E T I B N E K C O W O L A A N E X J K V L C T C P L P C E A P O P A I O H R J Z X P K Y L T B O L A T V F W F Q C T Y E Q D M Q K R I R A J E X L D R N X G K S ART BACK PACK CLAS SROO M CRAY ON
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A N Q E O F P R R G C E A E G A T K H N R N C R R A Y L S A P E L A E K C J M A S A B T D P R H A S E H X B S T K I R H R F K I R P N D G H I E O N S E I O Z D R I C B K I E N M N O U D S M E E X R S S I X Y I N D E X Q J B C E K P G M J S D Q T G Q G MATH NOTE BOOK PENC IL
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In order to achieve our goals of educating and developing minds and creating connections, we are teaming up with teachers across America. Working with educators, we created unique kits full of printable activities, decorative posters, and extra special surprises. We aim to get kids excited to learn, and above all have fun.
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Who else is teaching? There are many companies over the years who have taken on the task of educating the minds of young people. The question of the best way to entertain kids is something people have debated for over a 100 years. Different strategies have been used and invented, and we continue to adapt to these changing situations.
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FISHER PRICE
HASBRO
Educational toys for infants, toddlers and children Founded 1930
Toys, board games and puzzles for all ages Founded 1923
PBSKIDS
LEAP FROG
Educational games and television shows for kids Founded 1994
Educational electronics and entertainment Founded 1994
PLAYSHIFU
NINTENDO
Interactive, AR based STEM toys for children Founded 2016
Consumer electronics and video games Founded 1889
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Representation
REAL
Representation is a dimension of style, with “real” on one end and “abstract” on the other end of the spectrum. It is generated by the expressions of the company. How is the brand choosing to depict themselves to the public? At Fat Brain, we want to be quite grounded, and show a tangible product people can get behind.
ABSTRACT
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Technology
HIGH-TECH
Technology is an impression, created from interactions with the elements, styles, and themes. “High-tech” is on one end, and “handmade” on the other end of the spectrum. How is the brand creating their product for use? As we aim to create more tangible products at Fat Brain, we focus on more handmade products. However, we strive to expand this model, incorporating more high-tech elements.
HANDMADE
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Movement
DYNAMIC
Movement is a dimension of style, with “dynamic” on one end and “static” on the other end of the spectrum. It is generated by the outward expressions of the brand. Where is the brand going? While we are rooted in tradition at Fat Brain, we know how important it is to change with the situation. Kids aren’t sitting still in their path to learning, and neither will we.
STATIC
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Time
TRADITIONAL
Time is an impression, created from the user’s interactions with the various elements, styles, and themes. “Traditional” is on one end, and “futuristic” on the other end of the spectrum. Where is the anchor point for the brand? Where do they live in time? As we adapt at Fat Brain, we aim to not just follow the new standard, but set it. By looking ahead, we can reach a wider audience and create connections.
FUTURISTIC
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At Fat Brain, creativity is key. If we could have one person represent us, we would chose Hiro Hamada from Big Hero 6. Hiro uses his intelligence and imaginativeness to be able to help as many people as he could. Above all, Hiro has a big heart. At Fat Brain, we strive to have the same combination of boldness, compassion, brains, and creativity Hiro has in order to achieve our goals.
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The “Brainstorm” As we can see, kids are extremely creative, and each have their own way to play. We needed a logo to reflect our incredible audience, and thus, the “Brainstorm” was made. It provides a template for each kid to customize, to show how they learn. The “Brainstorm” demonstrates the innovative nature of kids, letting them constantly evolve.
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The cloud is a guide for kids to fill with the different ways they learn, letting them show off their unique personalities.
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Typefaces Our typefaces were chosen to fit with the fun and welcoming feel of our company. Kon Tiki Aloha JF
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 IBM Plex Sans Condensed
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
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Counters in the letters are filled in for a more friendly and approachable look.
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Colors and Patterns Bright colors and patterns are perfect for welcoming our younger audience.
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Rendering of a storefront
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Fat Brain is more than toys. We are giving kids a smarter way to play. Kids can be creative and curious in their learning, letting them have fun while they gain valuable new skills. Every day we work towards our goals of educating, creating connections, and developing minds. By putting kids first, using their inventive minds, we are creating a place for them to explore who they are. Kids learn in different ways, and at Fat Brain, we encourage them to go out and explore.
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You’ve got this.
Katelyn Van Hoosen | VISC 520