Sprout Network Refresh
Our mission with project was to refine, elevate and grow all aspects of the Sprout brand in a cohesive manor across all platforms. That means bringing a contemporary point of view without losing the heart and human touch that make the brand successful. We also placed focus in illuminating the wonderful of the everyday. To spark creativity, encourage joyful bonding and stimulate growth and development in children and families.
Additionally we set out to empower the internal creative team with a succinct and versatile style guide that allows for future evolution while maintaining the pillars of the brand.
Concept One: Imagine
The everyday and familiar can be transformed by the limitless imagination of a child into something wonderful and captivating. This is a vibrant and unique destination where anything is possible. IMAGINE unleashes the heart of the current branding out of it’s graphic confines and into the real world.
As families interact with our brand they begin to notice more opportunities to create, play, learn, bond and grow in their daily life.
The graphic elements composited over live action draw you into the previously unvisualized joys of letting your imagination run wild while remaining human and accessible. We were mindful to stay true to the handcrafted, human nature of the brand.
Everything still has a tactile, safe, handcrafted feel to it, but elevated to new heights. Felt, paper, foam, string and clay are all common materials seen throughout the rich and diverse world of IMAGINE.
The soul of this direction is getting curious about the world around you and to nurture and enhance the creativity and imagination of both parents and children while creating a memorable and versatile brand across all platforms. Our hope is that when parents and kids are in the real world they have moments of remembering Sprout and the wonder that is all around them.
Concept Two: Simple Curiosities
This concept celebrates simple curiosities and engages viewers though bold illustrations and charming storytelling. Vibrant colors create a branded and memorable look.
These simple curiosities are derived from the everyday of a child’s life. How does a straw work? What does something small look like if it’s big? What’s inside? A modular formula can be constructed from these simple curiosities to provide a flexible system for the network.
Concept Three: Everyday Wonders
This concept focuses on fusing creativity with simple stories/themes from the daily life of a child. The idea of letting the SPROUT brand breathe into the real world is visualized again in this direction.
Broad concepts, stories and themes such as sights, sounds, touch, time, food, language and play will allow for many wonderful opportunities for deliverables such as ID’s and endtags. Mindfulness of key areas of child development such as cognitive and motor development to social and imaginative development can be abstractly represented and reinforced in the simple stories and graphic motifs.
This direction celebrates simple moments with a dash of pure imagination and joy and inspires parents to remember viewing the world with childlike wonder.
Concept Four: MAKE-BELIEVE This concept is about basic materials forming simple graphics that have an interactive yet homemade feel to them. The tactile nature of this direction keeps the human feeling while the big bold navigation creates a memorable look that communicates easily. Effortlessly switching between fully graphic moments to live action provides your team with maximum flexibility to incorporate a shoot where appropriate or to stay fully graphic when needed.
Concept Five: Puzzle
An abstraction of a puzzle or a set of building blocks, this direction is a series of dynamic panels that frame and deliver content and information. Each block is comprised of a different material, such as wood, foam, clay, wool, fruit and so on. The modular nature of this direction allows for maximum customization and flexibility across all platforms.
The simple swiping motion in the animation harkens to iPad gestures and creates a contemporary yet homemade feeling. At first glance, it is something that naturally wants to be touched and interacted with. It is designed to capture curiosity, both in its aesthetic and movement. PUZZLE can push, pull, and reveal content and information in thrilling and imaginative ways. PUZZLE is the sum of a colorful world that simulates their desire to touch and to play.
Concept Six: Handmade
With this approach, we went with a more tactile concept inviting and engaging viewers to literally ’feel’ connected to the programming. We explored fabrics, textiles and materials that would be very familiar to our demographic and their parents. This is a take on the handmade crafts they might be creating in their daily lives while at school or at home.
This direction creates a fun, modular package of elements where we can ’stitch’ together all of the various programming in one cohesive, friendly manner. This direction also has flexibility in the palette and can be designed to either compliment or contrast the content. The look and feel are very hand crafted and semi dimensional tempting viewers to touch the screen. The elements can incorporate playful movement and motion adding a levity to the brand.
This style can lend itself to an array of OOH and specialty opportunities employing the textures and allowing them to help people (practically) ‘feel’ connected to the network. We also see several sonic branding opportunities with this direction (and the others) as well to give it more life.
Concept Seven: Story Time
Come discover the world of Sprout. It’s a destination without boundaries. A simplified environment allows for content to take center stage. The addition of just a few practical or CG elements can transform the space into any world imaginable. This approach allows easy creation of live action and graphics without the need for location shoots.
Everything in this world pops against the clean aesthetic. Colors seem more vibrant and information is presented with crystal clarity.
Kids can explore and interact with the network in many ways. Through play, they discover and present navigational information, and transition to new content.