Primo.

Building an award winning smart toys brand.
 

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Branding / Identity / Art Direction
My Role: Project Lead

 

Concept / User Experience / Innovation
My Role: Project Lead

Primo make toys that introduce kids to the basics of coding. At Six:Thirty, I worked closely with the founders from day one to build their brand, secure investment and introduce their Cubetto playset to the world.

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Branding

We began our partnership identifying the market opportunity and defining Primo brand positioning. A tactile, friendly approach to branding was used to align with Primo’s mission - to make programming tangible for kids. Using these principles, we developed an identity system for use across all digital and physical applications, from online to product and packaging. 

We art-directed illustrations to create a character for Cubetto and introduced a cast of supporting characters. The result is a friendly introduction to technology that appeals to kids and tech-savvy parents alike.

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Approach

We worked with the founders of Primo from an early stage. An inspiring mission with a strong brand is as important as a proof of concept in early stages of a business. Having these in place gave the Primo a key competitive advantage when raising investment. 

By collaborating closely with the team we’ve been able to bring cohesion to all communications - even down to the printed circuit boards. 

Using research-led insights has laid foundations for a brand to grow in line with the success of the business, attracting backing from tech luminaries, investors, parents and most importantly, kids.

The most successful
Ed-Tech Kickstarter in history. 

The most successful
Ed-Tech Kickstarter in history. 

Results

Primo has become the most crowdfunded ed-tech project in Kickstarter history. Having sold to over 40+ countries, Cubetto is now used by more than 800 schools, nurseries and parents, and thousands of children worldwide.

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