Developed brand identity and creative strategy for Champions education programs that would relate to any child. An illustrated, generic Champ icon was created along with any interactive accessory the child could imagine; from skateboarders to safari searchers.

1. 10,000 NEW BRANDS ARE CREATED EVERY DAY.
of identity branding
PRESENTED TO KLC SCHOOL PARTNERSHIPS
Creative Strategy

2. Branding is the foundation of marketing and is inseparable from business strategy.
Marketing or consumer
= the promise and delivery
of an experience
Business
= the security
of future earnings
Legal
= a separable piece
of intellectual property
Brand management is integrated into the center of an organization as a means to drive strategy and culture within itʼs environment.
Great branding starts with the assessment of your audience and brand positioning in the minds of those people.
The concept of branding applies to ANY transaction between human beings.
The 5 branding steps that can have a considerable impact on
revenues without the need for big budgets.
1. brand positioning strategy 2. naming of the product 3. objective design 4. service delivery
5. consistency of the brand experience at each contact-point with the targeted customer
Brand Associations The feelings, beliefs
and knowledge that people have about
brands. These associations are derived as a
result of experiences and must be consistent
with the brand positioning and the basis of
differentiation.
Brand Commitment The degree to which
a customer is committed to a given brand in
that they are likely to re-enroll in the future.
Brand Harmonization Ensuring that all
programs in a particular brand range have a
consistent name, visual identity and, ideally,
positioning across a number of geographic or
product/service markets.
Brand Essence The brand’s promise
expressed in the simplest, most single-minded
terms. Example, Volvo = safety; VW = drivers.
The most powerful brand essences are rooted
in a one fundamental customer need.
Suggestions:
CHAMPIONS=PARTICIPATE
CHAMPIONS=ACHIEVEMENT
CHAMPIONS=FUN
How will I differ from my competition?
Coca-Cola has associated its brand with a
bright red color, hour-glass shaped bottle &
ribbon logo. Together these aspects contribute
to differentiating Coke from rivals such as
Pepsi. The consistency through the years
has been the logo and the bright red color.

3. CHALLENGES
AWARENESS The percentage of population or target
market who are aware of the existence of a given brand
or company = existing clients.
COMPETITION
in industry
KLC School Partnership__________%
CHAMPIONS__________________%
MARKET TARGETS
Great branding typically seeks to isolate a segment that
would be particularly receptive to its message – to the
point where those select few would champion “their”
brand around them – and have a strong direct or indirect
impact on revenues.
Rebranding as well
Competitors Logos
Childrens Logos
Champions Logos
in names in the mind of society
Existing Children-Parent-School-Community constitutes
the marketing target, which is a narrower subset of the
economic target made up of all the people buying the
service. The goal is that economic target because they
identify with the marketing target.
Parents Touch Points
• parents who worry that they lack the skills/knowledge
to adequately prepare their children for school
• parents who want their child to have every advantage in
preparing to meet the increased academic demands
SOCIOECONOMIC AND DEMOGRAPHIC
Childrenʼs race/ethnicity, language, socioeconomic status, and gender alone accounted for nearly 2/10 of the
variation in childrenʼs math and reading scores, and 3/10 of the variation in childrenʼs general knowledge scores.
Childrenʼs characteristics were less strongly associated with childrenʼs school engagement and social skills,
accounting for less than 1/10. Socioeconomic and language spoken in the home were the strongest predictors.
• Teachers reporting children “usually” or “always” work to the best of their ability
77% of children in the lowest economic SES group
94% of children in the highest SES group.
• In 2003, there were twelve million U.S. children living in families with incomes below the federal poverty
level of $18,400 for a family of four. Double this income is the amount most families need to afford the basic
necessities, such as adequate food, steady housing, and healthcare. Twenty-seven million U.S. children, or
40% of all children, are in families that cannot attain these vital requirements.

4. High-quality early childhood programs, mentoring programs, and programs
aimed at boosting academic outcomes can positively influence a number of factors
related to social and psychological adjustment to school, as well as their achievement in
school and their likelihood of completing and pursuing higher education.
Branding relies on fundamental principles of
PSYCHO-SOCIOLOGY – essentially the way our
memory processes, stores, and recalls information;
tangible and intangible aspects of the brand.
• TANGIBLES = customer experience
• INTANGIBLES (functional and emotional benefits)
= the connections derived as a result of experience,
identity, communication and people.
SOCIAL INDICATORS
• Positive relationships
• Accepting peer ideas
• Making friends
• Comforting others
• Problem solving
• Participation
• Physical and verbal behavior
• Assertiveness
• Independence
EMOTIONAL INDICATORS
• Behavior indicating self-confidence
• Expressing own feelings appropriately
A great brand balances the delivery of FUNCTIONAL
BENEFITS with EMOTIONAL ONES. The path to
greatness remains the same and is almost entirely
based on the way the brain stores, recalls, and
processes memories.
Intangible brand is a combination of attributes,
communicated through a name, or a symbol, that
influences a thought-process in the mind of an
audience and creates VALUE.
The value of a brand resides, for the audience, in the
PROMISE that the service will deliver. The essence
of greatness is in the capacity of a brand to foster the
sales by creating an emotional link with its audience.
Strong brands arise from CONSISTENT
EXPERIENCES which combine to form a clear,
differentiated overall brand experience.

5. great branding seeks to focus on one attribute in the mind of that customer
One focus ..................................... acknowledgement in the marketplace
One message ................................................................ go one better
One name .....................................................................CHAMPIONS
One logo ...........................................
One color scheme ..............................
One spokesperson ..............................
One thought ................................................................. keep it simple
CHAMPIONS
Brand Identity
In its simplest form
CHAMPIONS brand focuses on a keep it simple system.
Simplify your communication; your messaging, your visuals, at every touch point.
We utilize a “keep it simple” system in which CHAMPIONS paves the
way for all programs. This new identity is an another step in KLC School
Partnershipʼs dedication to the success of educational programs.
The strategy is to communicate in the simplest form. To create solid bold
image - an icon that stands out among the mass-color-mixed-visuals that
compete at school.
The companyʼs design uses a combination of icon, name and program
logos across all communications. Its simple visuals, style and strategy will
better ensure that all marketing messages are well understood by all.
Our success depends on consistent use of the brand identity standards.
This means we avoid new graphics or changes (colors, shapes, etc.) that
detract from customers focusing on the CHAMPIONS brand.
We “go one better” to build brand equity by using a harmonious
CHAMPIONS voice in our messaging. Our unified image of
CHAMPIONS brand of services trengthens our position in the market
place, and easily allows for expansion and growth.
Brand Identity The outward
expression of the brand, including its
name and visual appearance.
Brand’s identity is its fundamental
means of consumer recognition and
symbolizes the brand’s differentiation
from competitors.
Visual Identity What a brand looks
like - including, among other things, its
logo, typography, graphics and copy
systems.
Corporate Identity At a minimum,
is used to refer to the visual identity of a
corporation (its logo, signage, etc.), but
usually taken to mean an organization’s
presentation and the means by
which it differentiates itself from other
organizations.
Brand Personality The attribution of
human personality traits (seriousness,
warmth, imagination, etc.) to a brand
as a way to achieve differentiation.

6. Creative strategy combines scientific principles with artistic vision to bring the most effective
use of communication to any application - based not only on the cosmetic effect of
appearance, but also the profound effects on human response and behavior.
All designs have certain basics elements chosen to convey the message
The five elements of lines, shapes, mass, texture, and color are the building blocks of design.
Shape can be understood beyond the limits of cultural identity.
Shapes can convey universal meanings, organize information and guide the
eye. The endless variations of shape stimulate our curiosity constantly, with
each shape holding for us itʼs own separate expressive meaning.
Preferred by: MEN=
WOMEN=
NEITHER=
BOTH=
We respond to shapes emotionally and designers use the connection between
our emotions and shapes to the advantage. Shape can add itʼs own meaning to
a design, or simply reinforce the perception created by other design elements
such as line and color. It is vitally important to understand the impact of
shapes, as they can mean the difference in brand acknowledgement.
Take the
Challenge
Homework
Imagine
That
Colors Impact Moods, Feelings, and Behaviors
Color is one of the most pervasive qualities around us. It is a powerful communication tool
and can be used to signal action, influence mood, and cause physiological reactions. We
react to color in the same way, regardless of age, gender or cultural back ground.
Certain colors can raise blood pressure, increase metabolism, or cause eyestrain. The brilliance, darkness and
lightness of a color can also alter the psychological message. The psychological association of a color is often
more meaningful than the visual experience. Scientists have found that actual physiological changes take
place in human beings when they are stimulated to certain colors. This is known as CHROMODYNAMICS.
While establishing a brand, do not detour from the color mixture.
Art, Music, Drama
Sports Zone
Recreation
The Nature
of It.
Science
Style in “character building”
Parents and educators would like nothing more than an affordable
and easy way to make learning fun, to turn play time into education time.
Making learning fun – like engaging characters, compelling images, and
attention-getting voice – potentially making learning more effective.
Snack
Attack
Nutrtion
e as a symbol.
Many child development experts believe that the qualities inherent in some media
– as interactivity, repetition, and the ability to customize content –
have tremendous potential as learning tools.
©Julie Prilling Design

7. The colors you choose greatly affect your final results.
Mixing brilliant complementary colors gets attention.
how does color affect us?
COLOR PSYCHOLOGY & PHYSICS: How color
associations affect our personal experience. US Culture only.
Ways specific color visuals
can clear through the
C L U T T E R .
Yellow
* Cheerful, optimistic
* Enhances concentration, why its used for legal pads
* Most visible; small amounts draw notice,
such as on traffic sign or advertisements
* Overpowering if overused
When you ask children to tell
you the names of all the colors,
theyʼll know red, blue, yellow
and a few more - primary colors.
By differentiating the color by
lightness, brightness and consistent
combination of color palette makes
the brand stand out.
Orange
* Energetic
* Used to draw attention
* Signifies service is easy on the pocket
* Feelings of excitement, enthusiasm, and warmth
There are thousands of regularly
used, primary colored visual
elements in the school system.
Millions more that can be
distinguished by the human eye.
Green
* Symbolizes nature and the natural world
* Easiest color on the eye and can improve vision
* Represents tranquility, good luck, and health
* Researchers have also found that green can improve
reading ability. Some students may find that laying a
transparent sheet of green paper over reading
material increases reading speed and comprehension.
Blue
* A favorite color by many and is preferred by men =
why KLCSP dark blue is a good color for B2B
* Feelings of calmness or serenity
* Research has shown that people are more productive
in blue rooms
“Brands offer customers
a means to choose and
enable recognition within
cluttered Markets
DIFFERENTIAL ADVANTAGE
A feature of a service that is valuable
to customers and is not found in
Services of the same category.
DIFFERENTIATION Creation or
demonstration of unique characteristics
in a companyʼs services or brands
compared to those of its competitors.
In conclusion, branding is the blend of art and science that manages associations between a brand
and memories in the mind of the brandʼs audience.
Brand Image involves focusing resources on selected tangible and intangible attributes to
differentiate the brand in an attractive, meaningful and compelling way for the targeted audience.