Creative Brief: The People’s Calculator
1. Brand Overview
Company/Organization Name: StarCount
Industry/Sector: EdTech
Mission Statement: To make STEM education accessible and exciting for all Americans through innovative, space-themed learning tools.
Brand History: Founded in 2023 by a diverse group of educators and tech entrepreneurs who wanted to reignite America’s passion for space exploration and STEM education.
Core Values: Accessibility, Empowerment, Exploration
Target Audience: American students aged 8-16, their parents, and educators looking for engaging STEM learning tools.
2. Brand Identity
Brand Essence: Cosmic Empowerment
Key Attributes to Communicate: User-friendly, Cutting-edge technology, Educational, Inspirational
Emotional Response to Evoke: Curiosity, Excitement, Confidence
Visual Style Direction: Modern, sleek design with cosmic elements and vibrant, patriotic color scheme
Brand Voice and Tone: Enthusiastic, encouraging, and easy to understand
Brand Personality: Adventurous, knowledgeable, and supportive mentor
3. Product/Service Information
Main Offerings: The People’s Calculator (advanced educational calculator), StarCount mobile app, Online STEM learning platform
Unique Selling Proposition (USP): The only STEM learning ecosystem that combines advanced calculations with space exploration themes and real-world NASA data.
Key Benefits: Improves math and science skills, fosters interest in space and technology, provides a fun and engaging learning experience
4. Market Analysis
Competitors: Texas Instruments educational calculators, Khan Academy, Code.org
Market Position: Premium educational tool with a focus on STEM and space exploration
SWOT Analysis:
- Strengths: Unique space theme, engaging interface, comprehensive learning ecosystem
- Weaknesses: Higher price point, limited brand recognition
- Opportunities: Growing emphasis on STEM education, increased interest in space exploration
- Threats: Established competitors, rapidly changing technology landscape
5. Campaign Briefs
Campaign Option 1: “Launch Your Future”
- Objective: Increase brand awareness and drive initial sales
- Target Audience: Parents of middle school students
- Key Message: Give your child the tools to reach for the stars
- Desired Outcome: 50,000 unit sales in the first quarter
- Tone and Style: Inspirational and informative
- Specific Requirements: Showcase product features and tie-in to space exploration themes
Campaign Option 2: “Cosmic Classroom Revolution”
- Objective: Establish partnerships with schools and educational institutions
- Target Audience: Educators and school administrators
- Key Message: Transform your STEM curriculum with cutting-edge, space-age technology
- Desired Outcome: Partnerships with 500 schools nationwide
- Tone and Style: Professional and forward-thinking
- Specific Requirements: Highlight educational benefits and ease of integration into existing curricula
Campaign Option 3: “The New Space Race”
- Objective: Create buzz and drive user engagement
- Target Audience: Students aged 12-16
- Key Message: Join the next generation of space explorers and innovators
- Desired Outcome: 1 million app downloads and active users
- Tone and Style: Exciting and challenge-oriented
- Specific Requirements: Gamification elements, social media integration, and tie-ins to current space missions
6. Design Requirements
Logo and Branding Guidelines: Develop a logo that incorporates calculator and space elements. Use a color palette of deep blue, bright red, and silver.
Product Packaging: Create eco-friendly packaging that resembles a futuristic space capsule.
Print Deliverables: Design posters for classrooms and brochures for parents.
Digital Deliverables: Create social media ad templates and an email newsletter design.
Multipage Layout: Develop a 20-page digital brochure showcasing the product features, app interface, and educational benefits.