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Saturday Kids is Singapore’s first digital literacy school focused on providing children from ages 5 – 12 with classes in programming, electronics, and digital art. With a brand refresh due across its print and online platforms, Saturday Kids engaged Practice Theory to articulate their vision that ‘kids can invent the future’ in a way that would appeal to both children and parents.
We began the process with a series of interviews and workshops with the core team to define the brand culture of the school in an increasingly saturated marketplace. The insight we derived helped us reposition Saturday Kids from a coding school to a place where the knowledge of coding is never an outcome but a means of ‘learning to learn’. We also identified the characteristics of what makes a Saturday Kid—curious, inventive and resourceful.
The resulting logo and identity was a composite of playful geometric shapes in a series of accent colours that contrasted against a recognisable Saturday Kids yellow, alluding to building blocks toys and the provision of foundational learning tools for children. A display typeface for use in specific marketing campaigns was also silhouetted out of everyday found objects, further emphasising the principles of learning through ‘free play’.
Translating the identity into a physical space, we worked alongside Spatial Anatomy to design 2 of Saturday Kids’ flagship classrooms at Bukit Timah Plaza and Parkway Centre. Documentation of the spaces are still in progress.