More Wonder. Less Worry.

ABCmouse is the most-downloaded kids educational app, from one of Time Magazine’s Top EdTech Companies in the World. But in an increasingly crowded category, they needed to improve parents’ perceptions of credibility, innovation, and distinctiveness. We needed to instill confidence that ABCmouse is a tool parents can count on to prep their kids for school and for life.

Parents of young children want screen time to count. They want confidence that what their kids are engaging with is actually helping them grow, not just keeping them occupied. To help transform the brand before the launch of their revamped app, we repositioned ABCmouse around the concept of “More wonder. Less worry.” We activated that positioning via a “building blocks of learning” motif through a new logo (drawn by Eko Seitawan), a fresh and consistent voice, playful type from Meg Lewis, refreshed colors and characters, and portals that launch kids into a world of discovery.

The new ABCmouse identity tested in the 95th percentile in emotional resonance for parents, nearly doubling sales potential and testing well ahead of the pack in distinctiveness, value, innovation, and quality. Since relaunching the app and brand, they’ve gotten gold stars as Google Play’s top family app in their “Best of 2025” Awards. Wonderful!