C-iT

C-iT was conceived by a physician with a fascination for cartooning and direct personal experience of the effectiveness of key-word association tools as an aid to learning scientific concepts. His initial work resulted in the development of several characters representing basic scientific concepts. After testing them informally with his own children and then in more structured research, he and his business partner determined that kids were able to grasp the concepts quickly and that they enjoyed “playing” with the characters. 

Using our brandRing™ system, IDEAS created a complete organizational story, a new position and brand identity, and a plan to develop and deploy a refined version of the C-iT characters in both educational and entertainment contexts. The work began with a thorough diagnostic around the current product and past thinking followed by a two-day StoryJam™–IDEAS’ proprietary creative design-thinking system. The resulting product was a full brand and product concept blueprint with a complete action plan. The next step was to codify the new positioning in a sustainable brand charter with clarity and detail around values, vision, mission, essence, positioning, personality and promise; and marry it to a sensory identity including a logo, a new website and both audio and video communication tools aimed at investor and public audiences. 

The result was the transformation of a good general concept into a powerful brand and go-to-market strategy for The C-iT Network. Positioned as “Science’s Premiere Entertainment Franchise”, C-iT will launch as an on-line virtual world in 2011 supported by a slate of episodic television programs, and educational product offering and a character-licensing program.