A CASE STUDY BY LESLIE HINTON
Promoting Empathy
& Compassion
The Client
Taxi Dog is a multimedia learning program, inspired by “Maxi The Taxi Dog” book series by Debra Barracca. It teaches children in grades K-6 about emotions using video, puppetry, and interactive experiences. In this immersive program, children learn more about the wide variety of emotions, how to manage them, and how to show empathy for other people’s emotions.
Logo Design
Packaging Design
Curriculum Guide
Posters
Brochures & Banners
Stationery
Merch
Scope
The Challenge
This was a special project to help students learn how to navigate social situations and emotional regulation so that they can develop self-mastery, emotional self-regulation, and good citizenship from an early age. They needed a playful and fun logo that would appeal to the younger audience which ranged from kindergarten to the 6th grade. The project then expanded into a series of graphics and communications to market the program to both the younger audiences and the educators who will be purchasing it. One key challenge was tailoring the graphics to speak to the different audiences. We wanted the kids to be excited about their lessons in empathy and compassion from Taxi Dog, but the educators also needed to feel like they could trust and recognize the brand.
The Solution
In the course of our design research, I found that different age groups of children have vastly different sensitivities to color and design. So I needed to tailor my design approach to appeal to the different target audiences. I found that our younger Taxi Dog students preferred simpler graphics, created using primary colors. While the older children preferred more complex colors and images that are cool and trendy. As they get older, they crave novelty and no longer find the simple graphics as appealing.
I was able to apply the research to ensure that our communications were appropriate to the different ages of students while also appealing to their teachers. I aimed for a bright and colorful design approach that uses color, texture, and light to evoke positive emotions. I developed a recognizable logo using a character that was already created by a previous designer. I also developed a fun and playful but comprehensive curriculum guide, with engaging posters, banners, and other marketing pieces to promote the program.
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We created fun, emotionally resonant designs that captured students’ imaginations and earned the trust of their teachers.
By segmenting our target audience, and creating graphics that speak to the various age groups, I was able to ensure that Taxi Dog resonates with both educators and children in grades K-6. This new visual direction is sure to set Taxi Dog up for a great launch! I am proud to have had the opportunity to contribute to their success and look forward to working with them on future projects.
The Outcome
