Imaginarium
Communication design
Place: Instituto Europeo de Diseño
Year: 2019
Imaginarium is a Spanish toy company that develops products based on a retail business model. Imaginarium has been firmly committed to the development of each child's innate talent through multisensor and creative products that promote the relationship and empathy with others. Over the past years, the brand has been working to reconnect the experience and education through its products.
The challenge: Design communication solutions to reinforce brand vision over education, multisensory experience, and innovation adapted to the interests and needs of parents and children through a physical and digital experience.
Imagination is our motto, its our flag
The campaign
We're inviting the users to create and imagine the world of Imaginarium and its flag, after all, Imaginarium lives in you.
We created I'magical, a concept that's made up of products and services designed to unleash the power of imagination in every child and expand the world of Imaginarium.
Trough a dynamic campaign where the user is the creator, and the options are endless, the visual language that results from these activities will be used in the different branding elements and communication channels
Pop up event in public spaces
Event to introduce the new products, services and the flag of Imaginarium, calling users to interpret the logo and create brand awareness
Pop up event in public spaces
Call to action online
Launch an online campaign to challenge everyone's imagination, to create and share their own Imaginarium flag
Call to action online
Collaboration with artists
Use a brand ambassador program. They’ll create their interpretations of the logo to spread through social media and create special edition products to sell
Collaboration with artists
Packaging design
Select a range of interpretations of the logo made by users, to use in the packaging of the brand, further expanding the campaign
Packaging design
Existing Channels
Keep the campaign alive through existing channels. Make drawing available at the stores and use social media as space to give exposure to rising artists and creativity
Existing Channels
A renewed Imaginarium experience
The products and services
Along with the campaign, three products and services were designed for Imaginarium to reconnect with its users.
The challenge was to design a new brand experience, promote education for both children and parents, and boost the character and story of their flagship toy, Kico Nico.
Kico Nico's Surprises
In-store toy reservation playdate, for children to try out toys at the store, previously reserved by parents or close friends throung webpage
Kico Nico's Surprises
Kico Nico's Club
Include collectible badges
to every toy, with a value
according to its benefits. For children & parents to earn, collect, cherish and learn
Kico Nico's Club
Kiko Nico’s Adventures
Subscription box with activities for the kids by age group,
based on the adventures of Kico Nico around the World
of Imaginarium
Kiko Nico’s Adventures
