Nick Jr. is the number one destination for pre-schoolers (ages 2-6) and while there was still affection for existing brand, they wanted to bring their branding in line with the modern sensibility of the other Nickelodeon properties. They also wanted to bring their beloved characters to the foreground, replacing Moose and Zee as hosts of the network, so our challenge was to create an engaging world for all the characters to live in. The look, feel and the energy of the brand needed to deliver on the new network tagline "The smart place to play." With that in mind, the world we created needed to be filled with opportunities for exploration and clever, fun, learning moments.

Our approach was centered around the idea of "guided discovery" something we latched onto during the pitch. This core idea helped to shape the physical and conceptual approach to our design. We wanted to create a colorful, engaging, and sensory environment of creative search and discovery which could appeal to the varied interests of the age group. To do that, we set the stage with a striking world of curvilinear shapes and numbers, all interconnected by winding pathways. Nick Jr. characters interact with and play in that world, sliding through tunnels, pushing buttons, lifting hatches, sailing on pirate ships, driving through loops… the possibilities are endless.

Part of creating this new world meant providing Nick Jr. with a versatile, modular toolset of elements that they could repurpose, reconfigure and expand upon. Additionally, we set the tone for the custom monthly themes on the channel. We versioned our elements into a world of pirate adventure for High Seas month, and created a jungle playground for Wild Safari month.

Gretel Unveils
Nick Jr. Rebrand
Cartoon Brew >

The Smart Place to Play

The look, feel and the energy of the brand needed to deliver on the new network tagline "The smart place to play."

With that in mind, the world we created needed to be filled with opportunities for exploration and clever, fun, learning moments.

8 core
childhood
curriculum
subjects.

Monthly Themes

We set the tone for the custom monthly themes on the channel. We versioned our elements into a world of pirate adventure for High Seas month, and created a jungle playground for Wild Safari month.

Brand Architecture

By mixing and varying a few basic components we’ve created our entire branded world. Because the language of our world is both consistent and flexible, we can customize our world for specific properties, stunts, and new acquisitions without ever feeling off-brand.

Process