Process
Gaining a variety of insights from was crucial to this project, allowing me to establish a strong understanding of this complex issue. I undertook primary interviews with people who work with young children to gain a broader perspective on the importance of creativity in development, and what is currently happening in the primary school system
Initial Research
Interview with Nick from the Bank of Dreams & Nightmares
Existing cycle
Insights from primary and secondary research
Through my research, I identified three core user groups whose experiences are interconnected. First, the primary school teacher, who determines the extent of creative activities in the classroom. Second, the parent, who is primarily presented with an academically focused narrative during parents evenings, and finally, the primary school child, who often feels that their creative ideas are shut down by the adults around them.
Defining my User Groups
When coming up with initial ideas, I wanted to create a solution that benefited all three of my users in some way, attempting to break the existing cycle. I explored lots of interconnecting solutions that would change the teachers mindset, provide reassurance for parents, and allow children to explore their natural born curiosity.
Initial Ideas
My final concept is a primary school programme with a series of idea driven workshops dedicated to providing kids with real world design challenges, encouraging them to work collaboratively, overcome problems and creative take risks. Children will be given a design project based around making something meaningful for the school or wider community, using 100% re-purposed materials.
Final Concept
The brand name 'Imagineers' merges the words 'imagination' and 'engineer,' emphasizing creativity as a fundamental skill and the foundation for children's cognitive development. It also nods to the 'Imagineers' book series, where the common thread among academics is their shared focus on creativity.
Brand Development
I chose bright colours and playful shapes designed to resonate with primary school-aged children. The shapes subtly reference materials used in the workshops, with the yellow curved line symbolising the rope that ties materials together. Additionally, I included a variety of mascots throughout the branding, each representing a distinct creative skill—such as curiosity, imagination, and empathy.
Tone of Voice
Each element comes together to create a system that will bring change to each of my three user groups. Below is an illustrated diagram of my users journey what the products tailored to their individual needs.