B2Anywhere Brand Launch
With only 48% of children in Gwinnett County entering Kindergarten ready to learn, stakeholders in our community have been working toward finding ways to close the gaps so children start school ready to thrive. After seeing how Gwinnett County Public Schools developed an early learning initiative designed to help families find the resources they need for a child’s earliest years of learning, the Gwinnett County Department of Community Services realized an opportunity to develop programming to help keep kids on track and engaged with learning beyond Kindergarten. The department collaborated with Gwinnett County Public Schools and the Building Babies’ Brains initiative to develop a community-based early learning strategy to offer enriching programs in and out of the classroom named Building Brains (B2) Anywhere. The group was faced with a unique challenge of building a brand that matches the county’s brand while simultaneously coordinating with Building Babies’ Brains (a sister program). They also needed to be sure the end result was a brand that connected with children and parents in a very culturally diverse county, and came to us for assistance in building a cohesive direction for this new initiative.
In order to bring together so many audiences and brands, we started our process working with a group from Gwinnett County’s Early Learning Task Force and the Gwinnett County Communications department to receive a complete rundown of the county’s brand and receive guidance on how this program needed to fit into the county. We also conducted focus groups with kids in a Be Active Gwinnett program to gather ideas on what is appealing to them. Because this all happened in the middle of the pandemic, we hosted events outside and played games with the kids to find out what colors, games, and other programs that they liked as we needed the brand to be appealing to children and adults. We needed a brand that was friendly to make anyone interacting with B2 Anywhere feel safe and welcomed; showcased the belief that learning happens anywhere and the county’s commitment to building brains anywhere; playful to help children engage; and simple to ensure communications are clear and concise for parents and partners.
With all the information at hand, we crafted a multi-dimensional piece that started with a logo and is fun and inspired by kids with five key elements: the brain, the rounded square, the lowercase b, the 2 exponent, and the anywhere text treatment. We opted to pull in some of the lesser used elements that fit with the visual brand for B2 Anywhere and tailored them with the colors chosen for this initiative.
As we collaborated with the B2 Anywhere team on the visual branding, we also focused on developing language that would be attention-grabbing and chose “Unleash Knowledge” as the tagline, which served as a base to be able to pull in more playful elements while remaining inline with the tone of the county’s brand.
With the new logo in place, we were able to create a brand that is playful and appealing without losing the connection to the overall brand of Gwinnett County. B2 Anywhere is a pilot sub-program that the county can use as a launchpad to start tackling early childhood education issues and help close gaps and give children the support they need to thrive throughout their entire education. The Gwinnett County Department of Community Services now has a better, more recognizable platform to work from and can serve as a resource for children, families, and educators for years to come.
Our team enjoyed working with Rock, Paper, Scissors in the creation of the logo and branded materials for Building Brains Anywhere. The Rock, Paper, Scissors staff was knowledgeable, professional, and really helped translate the vision and mission for this critical program into a tangible, easily recognizable, and trusted brand.
- Jason West
Deputy Division Director, Gwinnett County’s Department of Community Services
About B2 Anywhere
Building Brains (B2) Anywhere: A Shirley Carver Miller Learning Initiative is a program developed in partnership between the Gwinnett County Department of Community Services, Gwinnett County Public Schools, and Building Babies’ Brains designed to close the literacy and academic preparation gaps in the Gwinnett County community. The program provides mobile early learning programs throughout Gwinnett County and uses play to engage young minds and unleash knowledge, showing that learning is fun and can happen anywhere. Client since 2020