Kinedu, a paid early childhood development app known for providing science-based educational materials to new parents, tapped independent agency Burns Group to help differentiate themselves in a sea of free parenting resources. Inspired by Kinedu’s focus on discovery through play, Burns Group led a new brand foundation, including positioning, personality, tone, and a tagline: “Play Together, Grow Together.” The identity includes a brand mark, logo, typography, and a new color palette representing each category of learning: Physical, Linguistic, Socio-Emotional, and Cognitive. A brand book of suggested applications brings together the new visual identity across online and offline activations. Says Laura Artigas, CMO of Kinedu, “The new brand concept and visual identity that Burns Group developed are anchored in our core purpose – to improve the beginning of every small child’s story – so we can show parents that it’s not about checking off a list of milestones, but rather about nurturing the little daily changes that end up building a strong foundation for the rest of a child’s life.” Megan Dailey, Associate CD at Burns Group, explains: “New moms are hungry to learn so they can nurture their growing child. With so much information available, it can be overwhelming for parents to bridge the gap between “standard developmental milestones” and their real life, unique child… The new brand positions Kinedu as a mom’s nurturing, actionable and realistic ally.” And, adds Burns Group designer Pauline Nidea: “Inspired by the fun, but functional elegance of classic wooden alphabet blocks, the abstract “K” formed by shapes helps communicate the brand’s offering of discovery through play, while reinforcing them as the approachable experts. When the “K” is combined with the wordmark, it takes a clean and modern approach that helps it visually stand out from the baby app category clutter.” Credits at the agency include Executive Creative Director Nicole Lucey, Associate Creative Directors Meghan Dailey (art) and Whitley Edwards (copy), Designer Pauline Nidea, Group Account Director Emily Stern, Strategy Director Lauren Vaynberg and Strategist: Sara Dotterer
