The logo was inspired by the idea of the growth of a child. The target consumers weren't infants anymore and not teenagers yet. Like the growth of a child, the logo draws from the idea of not just starting but not fully grown. Each symbol is a simplified version of each letter in the company name.
The primary color is black and a variety of secondary colors were chosen to bring a sense of imagination and playfulness.
With a target audience born into a technological world, the web presence needed to be just as savvy. The product had to lead first with a simple and easy to use buying experience.
Photography was essential to the brand experience as it visually displays the product, the vision and helps with the user's buying process. With the launch of the new site, art direction and photography was provided.
With any product based company, the brand experience goes beyond the digital screen and into printed collateral and packaging designs.