Come Play

With the target audience shifting to younger ages between 3 and 6, we needed to rethink a better design system that was more digestible and approachable. We went back to the basics with familiar and simple shapes, then built on that with playful and energetic animation. These two foundations became the DNA of this brand refresh.

We refined color, typography, shape language, patterns, and animation based on our legacy elements, which are driven by the "Come Play" spirit at the heart of the Universal Kids brand.

We present our IPs on the end pages in bigger and bolder formats for better visual engagement with the viewer, which they care about the most. The icon system is expandable and unlimited, and custom illustrations can be created for the spots, events, and contents.