Rebranding of “Codabra” the digital creativity school for kids and teens and branding of “Digital Fest”

Nowadays parents do not know how to deal with a great amount of time that their children spend sitting at the computer. Kids and teens are playing computer games and watching YouTube channels of famous bloggers. They simply waste their time and parents wonder how to enforce children to do something useful. It is necessary to help kids and teens redirect their attention to the other side of their passions and change it in an exciting and useful experience. A great solution is “Codabra” which is one of the most progressive schools of programming and digital creativity in Russia. At school children acquire digital and programming skills, create their own computer games, websites, videos, applications and other IT projects, develop soft skills such as creativity, teamwork, critical thinking. The school is positioning itself as premium segment courses where lessons take place in IT companies, teachers are highly-qualified specialists in the field of education and methods of studying are very effective and innovative. Furthermore, the annual festival of digital technology “Digital Fest” allows children to take part in master classes, hackathons where they can assert themselves. The existing branding of “Codabra” does not show the high level of the school and parents do not see the value of the company. Moreover, a visual style of “Digital Fest” does not reveal the quality and it is reluctant to participate in it. The decision to create new visual styles was made on the basis of marketing research and analysis of the advantages and disadvantages of competing brands. Visual research about the development of graphical user interfaces(GUI) significantly helped to come to the main metaphor of brand identity and to invent a “special interface” for “Codabra”. In addition, modern kinetic typography was used as an approach to display a visual language of “Digital Fest”. Thus, a new design of “Codabra” attracts kids and teenagers with bright colors and familiar sights of buttons, arrows, windows and other elements of computer interfaces. Kinetic typography catches the eye and shows a contemporary solution. Children feel enthusiastic and significant, parents are willing to pay more because they trust and understand the message of the brand.