Before the rebrand, the Epic! expression was limited in flexibility and point of view. Photography and overall experience portrayed the brand as a commodity-based product. Scholastic in feeling, focused on education, it was narrowly focused on the act of reading itself, versus the emotional and future benefits of learning through exploration.
Since learning and exploration is as unique as each child themself, the Epic! Kids platform and expression elevated the power of exploration and adventure. From its articulated mission, vision and value prop statement, through the marketing and user experience, the brand amplified energy and potential in a consistent manner, while retaining flexibility in order to.connect with a wide range of ages.
The Epic! Expression was built with a vast range of touchpoints in mind, and audiences. At every level, the balance of brand, expression and strategy was carefully considered to make sure the right message was being sent to the right audience.
Updating the Epic! Brand meant looking at how kids interacted with the product itself. A fresh look at simplifying interactions, while surfacing relevant (and safe) content, was critical in creating an engaging and “sticky” experience - all in the effort to get kids to engage in reading and learning.
To inspire a new Back to School audience (from teachers to the kids in their class), a new campaign was created to support the Epic! value proposition, elevating the idea of jumping back into your “potential” through reading and learning (especially as communities experienced their first back to school since the Covid pandemic began). A campaign-specific photoshoot, paired with local independent freelance illustrators, helped create a look that was unique yet consistent throughout the customer experience, inspiring energy and a sense of excitement for parents and students alike.
Plus, I’ve always wanted to incorporate a trampoline into a shoot…
The Epic! Kids brand was also created to offer opportunities to create mini-campaigns in social and CRM, allowing us to elevate key messages or drive-times that are differentiated yet speak to the brand strategy. In this example, in the midst of the Covid Pandemic, “adventure without leaving your house” was a thematic approach to help encourage reading during a time of isolation.