The concept for TRU came from a revitalization plan for the once beloved Toys R Us. What once was a mesmerizing shopping experience for parents and children alike, quickly aged and was unable to keep up with digital and e-commerce trends.
The purpose of this project was to revitalize a dying brand — to renew the magical, unique feeling associated with the Toys R Us brand. After analyzing problem areas and leveraging the brand's original strengths, I created a concept that would refresh the original brand and create an expansion of the brand to serve a smaller, niche market of children.
TRU became a concept that was very close to my heart and included personal interests outside of the classroom. For this project, I created a fully formed brand concept from the ground up, including the brand foundation, brand archetypes, competitive analysis, design, style, customer research, and more.
BRAND MESSAGE
Toys R Us has always prided themselves on creating memorable experiences for children through the act of play. By shifting their focus and forming TRU, Toys R Us will build confidence and community for children with limitations due to illnesses or disabilities because the act of play should be accessible to every child.
BRAND PURPOSE
The purpose of TRU is to provide the act of play for all children, despite limitations. TRU creates all-inclusive VR experiences, builds community, and allows children with disabilities and illnesses to be their own champion.
OFFERINGS
At-Home – VR experiences will be offered in the comfort of their own home. A home visit or consultation with an experience specialist would help choose which choices are best for each family and child.
On-Location – TRU will partner with camps, hospitals, and exploration destinations to offer on-location VR experiences that will engage all the senses and heighten the exploration experience.
COMPANY VALUES
Accessibility – We strive to create quality experiences and programs that are easy to use and obtain for all individuals involved.
The Stretch Zone – We encourage those we work with to get out of their comfort zone and into their “stretch zone.” In return, we promise to do the same by always working toward improvement and never remaining static.
Champions First – We have a fierce passion for the work that we do and the individuals we impact. We create champions and will always go above and beyond to put their needs and wants before our own.
Design Deliverables
BRAND EXPRESSION
These elements were the easiest way to show the balance between fun and functional in the TRU brand. From typography to iconography, I wanted to tie the child-like aspects with the professional design of a trusted brand. The icons show the child-like, imperfect illustrations that make up the icons along with the oblong circles that are also brand elements used across the design. I wanted to use toys to honor the history of Toys R Us.
BROCHURE / ONE-SHEET
The initial idea for this design began as a brochure and is highlighted as such in my consumer journey, but was later reduced down to a one-sheet or flyer. I did not want to give away too much information before the user made it to the landing page or it could be seen as repetitive. This could serve as an initial touch point for parents in a hospital setting, a place where they have frequent appointments on a regular schedule and strong, trusted relationships with the staff and individuals present.
LANDING PAGE
The landing page will serve as a main touch point and source of all content for the campaign. The landing page will house all the information parents would need including how the sign-up process works, scheduling a consultation, attending events in their area, types of experiences available, and testimonials from past clients. The goal of the landing page is to capture more information to better target future users.
SOCIAL MEDIA
The social media channels most relevant for parents are Facebook and Instagram. Instagram would house more brand-specific content while Facebook would focus on shareable content targeting parents like testimonials or comment-based interactive posts. Social media will be a large piece of sharing the voice of the TRU brand. The voice and messaging may change across channels depending on the target audience but will always represent the values and mission of the TRU brand.
WELCOME KIT
After signing up for a TRU experience, families will receive a welcome kit complete with branded water bottle, journal to keep track of experiences and thoughts, stickers, and more. This item further introduces them to the brand, makes them feel included in the TRU family, and hopefully gets them excited about the decision to try TRU.
