GR604 Gymboree Visual Strategy Guide

Visual Strategy Guide Leila San Jose | GR604: Nature of Identity

Visual Standards Guide

10–25 FUTURE

Soul & Mission Objective Keywords Target Audience

26–31 VISUALIZATION

Current Grid Future Grid

32–41 COMPETITORS

Current Adjacent Future Brand Attributes

CONTENTS

INTRODUCTION Gymboree is a company founded by Joan Barnes in Marin County, California. They try to find fun and safe areas places for parents and the children to play together. They are best known for their stores that sell kids’ clothing from newborn to size ten.

Gymboree Play & Music is for children from age newborn to five years old. There are 700 locations in over 40 countries in the world.

They are considered as the global leader in early childhood development programs.

Their programs are designed by experts in both education and play.

They help with cognitive, physician and social skills and are recognized for their unique parent involvement.

OUR HISTORY Gymboree is a company founded in Marin County, California in 1976. They opened a chain of clothing stores in 1986. In January 2019, they operated 380 stores, 154 outlets, 147 Janie & Jack stores, 253 Crazy 8 stores and 11 Crazy 8 Stores in the US and Canada.

In 2016, the Gymboree corporation sold the Gymboree Play & Music business to a private company and is now completely separate from the Gymboree Corporation.

6 THE PAST | TARGET AUDIENCE

TIMELINE 1984

1989

1993–1994

125 Gymboree franchises operating in 20 states in the US

32 retail stores, 350 Gymboree franchises

Nancy Pedot: Chairman & Chief Executive

Don Cho serves as chairman and chief executive

1976

1986–1987

1991–1992

Joan Barnes opens the first commercial children’s work out center

There are about 350 centers and 15 retail stores through the United States and foreign countries

Retail sales increase to $6.9 million

8 INTRODUC TION | TIMELINE

2010

2017–2019

Today

Bain Capital of US $1.8 billion

Filed for bankruptcy in June, November. and January

New Gymboree will help children mentally and physically grow through multi sesnsory experiences.

1995–1998

2016

2023

Development of educational toys and products

Corporation sold Gymboree Play & Music to Zeavion Holding

Gymboree Play & Music operates in over 40 countries and is in 733 centers world wide

VISUAL STRATEGY GUIDE | GYMBOREE 9

10 THE PAST | TARGET AUDIENCE

OUR FUTURE As a celebrated brand, we will continue maintaining our passion for providing high–quality and well–evaluated products.

Our aim is to expand on collaborative experiences which are all–inclusive to kinesthetic learning, for children up to the age of 16 years old.

VISUAL STRATEGY GUIDE | GYMBOREE 11

We inspire and motivate multi sensory experiences for all children to support the holistic development of nurturing physical and mental growth so they can be active in growing independently and their communities.

Discover happiness through learning and experiences to help children grow.

B R IGHT Creating happy moments.

EAGE R Providing activities where children can learn from and grow.

CU R IOUS Helping children to discover and explore the world.

TARGET AUDIENCE Determining and addressing Gymboree’s audience individuals is essential. From the likes, dislikes and demographics of each individual.

A) DISCOVER NEW SKILLS They will discover new skills to advance in learning during child development.

B) LEARN HIDDEN TALENTS Children will learn their strengths and what they’re passion about .

C) MEANINGFUL EXPERIENCES Meaningful experiences help benefit and inspire children to love and care about their surroundings as they grow. It helps them to make sense out of things for themselves.

BENNY MILLER 4 years old | Preschool | Loves the jungle gym A) Benny loves to stack building blocks because he can learn how to concentrate on tasks.

A) Benny always interrupts his Mom when she is on the phone because he can’t wait to play with his new cars.

B) Benny loves climbing fast to the top of new high places because he has excessive physical movement.

B) Benny loves racing with his Mom because he is so fast using up a lot of energy he has stored.

C) Benny goes to summer camp yearly because they have programs designed to support children like him diagnosed with ADHD. C) Benny loves going to the beach because he loves building sand castles that take up all his energy.

A) Discover new activities B) Learn hidden talents C) Meaningful experiences

18 FUTURE | TARGET AUDIENCE

JENNIFER HUGO 16 years old | Baby sitter | Loves baking cookies A) Jennifer always has a new activity for the children she baby sits for because its important that they can learn something new from her.

A) Jennifer loves reading books to children before bed because it helps stimulate their imagination.

B) Jennifer takes baking classes because she wants to better her skills of baking the best cookies.

B) Jennifer only colors and draws with the kids because they are the only ones who can appreciate her work of art.

C) Jennifer enjoys taking the kids to the park so that they can enjoy playing in the playground during the day.

C) Jennifer goes hiking once a month because it help her to admire the beautiful nature views.

A) Discover new activities B) Learn hidden talents C) Meaningful experiences

VISUAL STRATEGY GUIDE | GYMBOREE 19

BRIAN JIMENEZ 22 years old | Elementary Teacher | 0 Children A) Brian creates challenging activities for his students to do because he loves to challenge their problem solution thinking skills in class.

A) Brian finds inspiration from Pinterest to create an arts and crafts day because he wants his students to be able to express themselves.

B) Brian spends quality time with his grandmother because he is proud of crocheting beautiful colored scarves.

B) Brian enjoys managing the tutoring program because he has a gift of finding the right tutor for the right kid.

C) Brian loves camping with his family in the woods far away from the city because he loves the deep conversations at night underneath the stars.

C) Brian sign up with an adventure group because he wants hands on learning experience of the world.

A) Discover new activities B) Learn hidden talents C) Meaningful experiences

20 FUTURE | TARGET AUDIENCE

LENORA SMITH 28 years old | Stay at Home Mom | 1 Baby A) Lenora brings her children to Mommy & Me club because she new to being a mother.

A) Lenora just started Yoga from the Alo app because she wants to be more flexible and active.

B) Lenora can change diapers in five minutes because the quicker she can get it done, she has more time to do other things.

B) Lenora’s lullaby comforts her baby to sleep because she has a calming and soothing voice.

C) Lenora loves going to a park weekly because she loves the sound of her baby’s laughter as she pushes her on the swings.

C) Lenora wakes up extra early to have a cup of coffee and sit in silence because all of her attention will be on her baby when she wakes.

A) Discover new activities B) Learn hidden talents C) Meaningful experiences

VISUAL STRATEGY GUIDE | GYMBOREE 21

JAMES TRINH 7 years old | Elementary Student | Loves to dance A) James enjoys sign language class because it can help him communicate with people an another way.

A) James watches music videos because he loves learning new dance moves.

B) James loves paper folding cranes with his mom because he makes the most beautiful cranes.

B) James is a better dancer now that he has a hearing aid because when he was younger he could only feel the vibration of the beat.

C) James enjoys going to the zoo because he loves making funny animal noises with his dad.

C) James’ mother takes him to the ice cream shop and to the park because he has a rough time with the other kids at school.

A) Discover new activities B) Learn hidden talents C) Meaningful experiences

22 FUTURE | TARGET AUDIENCE

TESS RODRIGUEZ 62 years old | Senior Citizen | 5 Children A) Tess signed up for swimming because she wants to learn how to swim with her grand kids in the summer.

A) Tess completes a word puzzle in the newspaper each week because it helps with her memory.

B) Tess loves cooking for her family because she always gets praised of being the best cook.

B) Tess crochets a baby blanket really fast because her new grand baby is coming soon in the week.

C) Tess loves going to the symphony because she use to go with her parents her favorite memory as a little girl.

C) Tess enjoys going to the farmer’s market because she loves finding the best vegetables for cooking.

A) Discover new activities B) Learn hidden talents C) Meaningful experiences

VISUAL STRATEGY GUIDE | GYMBOREE 23

DEANNA ROBINSON 22 years old | Tech Support | 2 Children A) Deanna signs up with an online program called Codeacademy because she wants to learn how to code websites.

A) Deanna loves tech conventions because she can learn how to improve her skills from the professionals in her field.

B) Deanna loves fixing broken computers because she has a gift of finding solutions.

B) Deanna loves teaching her kids about computers because she is great with expressing logic with words they can understand today.

C) Deanna enjoys her time coffee at a coffee shop by herself with a large window because she can focus and read without being disturbed.

C) Deanna enjoys bringing her children to the tech museum because its the only thing she can relate with her kids.

A) Discover new activities B) Learn hidden talents C) Meaningful experiences

24 FUTURE | TARGET AUDIENCE

AMIR KHATRI 30 years old | Construction Worker | Loves building things A) Amir loves helping the community with new projects because he loves learning new things to keep him on his toes.

A) After work, Amir loves going axe throwing because he wants to blow off steam from stress at work.

B) Amir finds joy in presenting his work to his boss because he can project his voice easily despite background noise.

B) Amir loves collecting complicated melodies because he can easily decipher them and play them with his guitar.

C) Amir helped out his brother with remodeling an old house because it is been 5 years since they have seen each other.

C) Amir loves to drive by buildings he has worked on with his nephew because his nephew wants to be like him.

A) Discover new activities B) Learn hidden talents C) Meaningful experiences

VISUAL STRATEGY GUIDE | GYMBOREE 25

VISUALIZATION

PAST GRID When Gymboree was founded it was primarily focused on babies to the age of five years old.

These images provide what the past Gymboree was, softer, gentler a younger scope.

28 ROUND 1 | CAMP 2 | ROUGH SKETCHES

VISUAL STRATEGY GUIDE | GYMBOREE 29

30 VISUALIZ ATION | FUTURE GRID

FUTURE GRID Expansion of the scope of age was to include young teens for more involvement for our new Gymboree. The images below represent the new Gymboree. A more versatile in hands on activities, textures to help children grow in confidence and be all inclusive to children who are different.

VISUAL STRATEGY GUIDE | GYMBOREE 31

COMPETITORS It is important for Gymboree to know who competition is. It helps to understand how the company sets apart distinctly from the rest.

By seeing what other companies have to offer in the market, there is opportunity to include what they lack, that Gymboree can benefit from. The following are the types of competitors that will be evaluated for Gymboree.

•CURRENT COMPETITORS •ADJACENT COMPETITORS •ASPIRATIONAL COMPETITORS

C U R R E NT COM PE TITO RS Gymboree’s current active competitors consist of companies who both have children’s attire and programs to help them learn and grow.

CARTER’S is an American designer of children’s clothing.

Similar to Gymboree, they target young children and their parents.

OLD NAVY is an American clothing and accessories retailer.

Just like Gymboree, they sell children’s apparel.

THE CHILDREN’S PLACE is an American clothing and accessories retailer. Similar to Gymboree, they focus on kids clothes and baby clothes.

PBS KIDS is a brand that is aired by the Public Broadcasting Services. Similar to Gymboree, they have programs for children ages between 2 and 8 to learn.

KINDERCARE is a company that provides safe nurturing care for children of modern working parents. Similar to Gymboree, they care for families and children.

LOVEVERY is an American company that produces play-kit subscription boxes for children.

Just like Gymboree, they provide activities that children can do.

34 COMPETITORS | CURRENT COMPETITORS

YMCA is world wide youth organization to help young people better themselves and be better in the world. Just like Gymboree, they provide programs/ activities.

KINDERDANCE is program that of three levels for dance, motor development, and more. Similar to Gymboree, they target parents and their children to excel.

THE LEARNING EXPERIENCE A place where children learn, grow and have fun. They have learning programs like Gymboree.

MOTHERLY is a well being brand to send expert ideas and mom inspiration to women. Just like Gymboree, they have created a community to help children grow.

VISUAL STRATEGY GUIDE | GYMBOREE 35

ADJAC E NT COM PE TITO RS Gymboree’s adjacent competitors include companies that create products such as toys, games, and books and also companies that provide a fun experience for children and adults.

STEP 2 is the largest American manufacturer of preschool and toddler toys. They can provide products for Gymboree that can bring joy and build memories.

FISHER–PRICE is an American company that produces educational toys. Both share similarity in audience of infants, toddlers and preschoolers.

LEAP FROG is an educational entertainment and electronics company based in California.

They provide tablets to help children learn like Gymboree.

BARNES&NOBLES is the largest bookseller where both children and adults can go to and buy books. Just like Gymboree, they have the same target audience.

HIGHLIGHTS is an American children’s magazine. There are puzzles, riddles, experiments and crafts that help children learn similar to Gymboree.

LEGO is the world’s leading manufacturer company of play materials. All ages are welcome to learn and play by using blocks like Gymboree.

36 COMPETITORS | ADJACENT COMPETITORS

MELISSA & DOUG specializes in affordable priced wooden toys for preschoolers. They target parents who buy them for their children like Gymboree.

CHILDREN’S DISCOVERY MUSEUM is place for children to explore through activities of discovery. Parents and children from Gymboree can visit.

WALT DISNEY is the leading diversified international family entertainment and media enterprise. Gymboree’s audience also may participate in any Disney.

KIDS BOOKS is a company that makes books more accessible to everyone. They focus on reading as a way of learning similar to Gymboree.

VISUAL STRATEGY GUIDE | GYMBOREE 37

FUTU R E COM PE TITO RS The future competitors of Gymboree include companies that go beyond the target audience age threshold to age 16 years old, kinesthetic learning and more multisensory experiences to help grow.

BABY EINSTEIN has multimedia products, home video programs, CD’s, books, flash cards, toys and baby gear. Gymboree can collab and include them in activities.

SLUMBER KINS created to bring effective early emotional learning tools. Gymboree can expand to empower children and their emotions.

AUTISM SPEAKS working to achieve a world where all people with autism, across the spectrum can reach full potential. Great opportunity to expand audience.

BABY SIGNS word’s leading sign language program for hearing babies. Gymboree can collaborate and include in curriculum.

LITTLE PASSPORTS a direct-to children’s brand developing original stories and activities focused on geography, culture, science and art as inspiration.

GIRL SCOUTS youth organization of girls who do fun activities that show they can do anything they dream. Motivation for Gymboree to be more active in community.

38 COMPETITORS | FUTURE COMPETITORS

BABY JACK designs educational sensory toys and blankets for all ages. They can be a great company to partner with and use as a resource for parents.

SCIENCE EXPLORERS hands on science company for children ages 4–11 to be engaged in the wonders of science. Inspirational to expand activities.

BOYS & GIRLS CLUBS national organization of local chapters who provide voluntary after school program. Collaboration for volunteers at Gymboree.

VIRTUAL BABYSITTERS CLUB connects children’s parents with professional performers who keep kids actively engaged. Inspirational to expand Gymboree online.

VISUAL STRATEGY GUIDE | GYMBOREE 39

B RAN D AT TR I B UTES

R E LEVANT | POS ITIVE | GOO D Joyful

Engaging

Colorful

Imaginative

Immersive

Trustworthy

Inclusive

Progressive

Adaptable Kind

N EUTRAL WO R DS Capable

Disinterested

Persistent

Indifferent

Consistent

Skeptical

Willing

Serious

Independent

Shy

40 COMPETITORS | BRAND AT TRIBUTES

BAN KR U PT | STALE | N EGATIVE WO R DS Young

Disappointment

Lazy

Spoiled

Resentful

Obnoxious

Careless

Repulsive

Passive Controlled

WO R DS OU R B RAN D H O PES TO OW N Bright

Eager

Diverse

Kind

Inclusive

Insightful

Curious

Creative

Unique

Supportive

Brilliant

VISUAL STRATEGY GUIDE | GYMBOREE 41

42 THE PAST | TARGET AUDIENCE