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 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. We hosted events outside and played games to find out what colors, games, and other programs they liked. (Surprise— these little ones HATED green! )
It became clear, we needed a brand that was friendly to make anyone interacting with B2 Anywhere feel safe and welcomed. I needed to showcase the belief that learning happens anywhere while keeping things 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 with five key elements: the brain, the rounded square, the lowercase b, the 2 exponent, and the ‘anywhere’ text treatment.
As we collaborated with the B2 Anywhere team on the visual branding, we also developed language that would be attention-grabbing and chose “Unleash Knowledge” as the tagline. This serves as a base to be able to pull in more playful elements while remaining inline with the tone of the county’s brand.