One liner. Brief in a tweet.
Help Rocket Learning build a strong brand identity and instant visual connect with Early Childhood
Care and Education through the power of design.

Background

90% of brain development is achieved by the age of 6, early intellectual stimulation is crucial forholistic development of a child, as is their fundamental right. And yet, 35M low income
household children are unable to access quality early learning opportunities . Rocket Learning iscommitted to ensuring equal foundation early for all children (regardless of theirsocio-economic realities). We build digital communities of parents and daycare workers using
WhatsApp, where age-appropriate localized, contextualized learning material is sent daily using
AI/ML bots. We encourage behavior change through sensitisation campaigns and evangelize
early childhood care and education at the policy level.
Rocket Learning is dedicated to:●●●●

Helping young children achieve school readiness.
Focusing on gender equitable access for early years education.
Creating vibrant digital learning communities that empower parents – including young
mothers with limited education – to educate their children, and building supportive,
motivating communities.
Upskilling Anganwadi (daycare center) workers, so that they can teach as well as carefor children- increasing their confidence, skills, recognition and potential forsocio-cognitive development.

Where are we now:
We have an existing mascot/avatar, Gapphy (we use him mainly digitally) who is retiring and wewould appreciate your help in building a new one that could interact and build association oflearning with play for our communities. The reason Gapphy received limited reception was
because children do not see Giraffes around them on the daily & therefore, relatability was achallenge.

We currently leverage Chulbuli, but would appreciate your support in building one that we canown.

Sharing a moodboard that the internal team has put together for grassroot insights on design,
colours, etc.
CAVEAT - The insights are holistic and therefore, include inputs on religious icons, symbolism
etc. Please refrain from it in your creative delivery.
Value system ● Impact First● Innovation and action● Systems change at scale● Diversity and Inclusion● Empowerment with ownership● Energy, optimism, and empathy● Trust and Transparency

The Challenge

Rocket Learning in its first 3 years of operations has expanded to 7+ states, reaching 1.5 Million
children through 70,000+ communities. With our rapid expansion comes the dire need for
effective, attractive, consistent and professional looking refined brand imagery across ourcommunication channels - social media, newsletter, branded collaterals, videos, etc. so that weare able to establish ourselves.
Because of us being a young org, driven by people who come with credible yet quickly acquiredknowledge and experience of the ECCE world, our key stakeholders of Indian govt and funders(international especially) tend to inherit the perception of us probably not being experts in thespace. If we are able to, through our logo and our avatar, communicate our resolve, credibility
and tunnel-focus on empowering children - it would help open more doors, opportunities andencourage more awareness of RL, greater interaction and overall brand building in India’s ECCE
space.

Objective / What do we want to achieve through the new design?
We want to be seen as:1) Professional, capable and a committed org. who will cross seas to ensure India’s
youngest children are equipped to make informed life choices to uplift themselves, theirfamilies and communities from intergenerational learning poverty.
2) Culturally rooted, yet global in its knowledge of application and best practices - We need
to be seen as an org working for the grassroots. It's also an imagery that quickly builds
association and a feeling of belongingness and will help in our sustenance over theyears as we become more and more central to education and nutrition of children underthe age of 6.
3) Disruptor in the Indian ECCE space who can strategically lead Indian Anganwadi centers’transformation into vibrant learning centers and alleviate learning poverty for some ofIndia’s most vulnerable children, during our lifetime.

Target Audience

Logo - Govt, Funders, parents and kids - Domestic and International
Brand Mascot/Avatar - Parents, Anganwadi workers (Please refrain from calling them teachers,sensitive subjects.

Insight

Our current branding (guideline), while it does the job, doesn't make you look twice - The colours
are muted, the visual basic. It doesn't make you feel hopeful, or excited, or motivated to check
more out, unless accompanied by a visual story, and that is what we need your help changing.
In India, appearances are key to barriers that can be broken and doors that need opening and so,
we need your creative minds to help us design a logo and tagline that can communicate ourvalue system, while retaining our youthfulness and inclusive approach.
For holistic development of children, both education and nutrition are important and that’s
where our natural progression will be in the next 2 years.
Key Message

Childhood stimulation and education are key influences of India’s growth into an inclusive,
sustainable economy. Rocket Learning is the catalyst, enabling it.
Personality

Brand personality - We are competent, sincere, exciting and sophisticated (not elitist, rich or
glamorous but aspirational)
Attitude ●●●Bias for action, ownership and willingness to go above and beyond to ensure scaling of
impactEmpathetic, hopeful and collaborative
Young, innovative, driven by self-realized social contract that encourages us to utilize ourpositive privilege to help millions of people in India, lead a better life

Tone of voice - Experts with a “Golden Retriever Energy” - Positive, empathetic, aspirational

Campaign Do’s and Don’ts

Do -Relevant, positive, easy to understand and inclusive (especially inclusive on gender andby no means reinforcing any gender stereotypes)
A-political, mission-driven
Positivity and hope - ECCE is a grave problem and a national movement requires
affirmation of the transformation possible
Catchy tagline that becomes synonymous with ECCE - Our current tagline is “Building
Equal Foundation Early” which does the job but doesn't make you feel inspired
Adapts of the logo - Multi-puprose and scalable - to be used across collateral (light anddark background, only logo without text, color variations, etc. )Don’t -

Please refrain from sticking only to imagery of children because that might aggravate
perception of external/international stakeholders of our comms being slightly immaturefor global standards
Please refrain from using any religious context/imagery, stereotype, or hinge approachon a scarcity outlook (RL prefers to look at the positives and therefore, an abundanceoutlook)
Exclusive font/design - Everyone needs to be able to access and consume our content

Specific Deliverables:

1. Creating an overarching identity for Rocket Learning - Logo, tagline
2. A mascot/avatar to encourage behavior change (Parents, Anganwadi workers)