From Growing Playground Chain to Beloved Brand
The Needs Insign collaborated with Kids Empire, an expanding indoor playground chain, to transform it from a practical brand into a cherished family brand. The objective was to refresh the visual identity to align with the parks' vibrancy, create unique and emotionally engaging elements that appeal to children, maintain consistency across both physical and digital platforms, broaden the brand experience to include home interactions, and enhance the digital experience and customer journey.
In our approach, we broadened the creative landscape to infuse more playfulness and imagination while maintaining the brand's essential characteristics. We established a cohesive identity system featuring a digital-first logo along with consistent signage and facades. To enhance the brand experience, we introduced a 3D dragon mascot with a unique personality, an animated adventure series, and a sonic identity complete with an anthem (“Kids Empire Rules”) utilized both in the parks and online. Additionally, we undertook a comprehensive UX/UI redesign of the website to ensure the digital journey matched the new identity.
The outcome included a stronger, easily recognizable identity, increased engagement both at home and in the parks through a 3D universe and sound, enhanced emotional connection—transforming the perception from just a “place to play” to a “brand kids love,” and a seamless digital experience that matched the quality of the parks, leading to accelerated growth and reaching new audiences.