Kidokey

Building a Brand

Challenge: We started with a great product – a safe Wi-Fi box for kids – that needed a fun, friendly and helpful brand identity. Our tasks included coming up with a product name, a logo design and a cost-effective 1-minute informational video. While our primary target audience was parents, we also needed to appeal to the kids using it as well.

Solution: Knowing we needed a memorable name appealing to both parents and kids, we landed on the name “Kidokey” after a few rounds of creative options. The name itself is a play on the words “kid” and “key,” applicable to what the product actually does: give kids “the key” to explore the Internet safely.

The logo design followed the mood of the name. Using bright and youthful shades of blue of green, the green “o” in between the blue “kid” and “key” is a visual representation of how “kid-o-key” is pronounced. The first “d” in the name also resembles a smiling kid, raising his hand because he knows the answer.

For the video, we needed to educate people on what Kidokey was and how it worked – all in one minute, and as affordably as possible. Instead of a live shoot with actors, we used fun cartoon-style animation with a conversational “parent-to-parent” style voiceover. The video was also a chance to showcase our audio/video capabilities.

The overall result was a memorable and iconic brand to build on for years to come.

• September 2014