0707
InfinityX , Children's Games Marketplace
Project
Starting different to grow infinitely
- SERVICES
- Brand strategy
Brand design - CLIENT
- InfinityX
- SECTOR
- Children's Games Marketplace
- PARTNERS
- Arkler
The client
InfinityX is an online store that brings together pedagogical, cognitive and therapeutic educational games, with a clear ambition to fully step into the world of education and digital courses, bringing a young, fun and human energy.
Invited by Arkler, we joined the project developing the brand strategy and brand design.
The challenge
InfinityX was just being born and needed a brand that would start out modern and trustworthy, playful without looking childish, and different from its competitors.
What we solved · 01 / 04
Born with direction
InfinityX needed to start with a clear foundation so it wouldn't sound generic.
We created the brand strategy with purpose, values and desired and undesired images, backed by competitor and audience research.
02 / 04
A concept that connects infinity, evolution and play
“Infinity” and “eternity” are common ideas that easily become clichés, so we needed a solution with built-in meaning that was easy to explain.
We used the infinity symbol as the foundation for building the brand, especially in the “X” and the “I”.
03 / 04
Young and fun without losing credibility
The challenge was to be modern, human and disruptive without tipping into childish or loud in a space tied to learning and development.
We translated this into approachable positioning and language with contemporary energy.
04 / 04
Visuals that support infinite variations
Since InfinityX works with educational/therapeutic games as well as household goods and technology, the identity had to be flexible.
We created a visual system based on variations of the “X” with textures, loops, fractals and geometry, and the brand gained a repertoire for different categories and pieces while keeping its unity.
