Gerundio + The Green Gang
How to encourage environmentally responsible habits through children’s games?
Creating an exciting app that encourages children to heal the planet
Services
- Brand and Communications
- Experience and Interaction
Challenge
The Green Gang is a mobile application designed to create and inculcate environmentally responsible habits in the youngest members of the family through games, challenges and a competitive spirit.
Faced with this huge and exciting challenge, Pablo approached us with the intention of creating a functional and fun platform, with a brand that would genuinely motivate children, and invite them to participate in this powerful mission to help the planet through trash pickup.
Solution
The first thing we did was an analysis of the segment with the intention of finding opportunity areas for the creation of this platform. We defined a series of brand attributes that would help us fulfill the objective of promoting this sort of habits in a fun and exciting way, and we built its positioning around gamification, teamwork and competitiveness.
We designed a fun and very vibrant brand identity, with a distinctive and flexible personality and language to adapt to communication with parents and children. This led us to call the platform “The Green Gang”, a name that is all about collaboration, sharing and team building. We brought to life Redu, Cica, Tili Tili and Pip, a series of characters that embody the brand’s attributes and accompany children and their parents throughout the experience.
Likewise, we made an intuitive and easy-to-use app for parents or guardians, who would be in charge of designing the challenges; as well as for the children, who are the participants of these challenges and the ones in charge of picking up all kinds of polluting waste that are out of place.
Impact
- Brand identity that speaks children’s language
- Definition of intuitive flows for tutors, parents and children
- Didactic and fun platform
Learning
“Finding the balance between didactic and fun was key to create a unique platform that encourages family recreation while promoting responsible habits with the environment and the planet.”
“I found a comprehensive solution with a multidisciplinary team; experts with experience in each area, which worked very well for me. We will soon be launching to the market.”
– Pablo Velasco / CEO, The Green Gang
