Industry:
educational technology
capabilities:
brand strategy
Brand Positioning
copywriting
marketing materials
Empowering the future with stem education
The situation
While there is a growing demand for talent in the fields of science, technology, education, and mathematics (STEM), to many children, these subjects still feel intimidating and opaque. Founded by two engineering and mathematics PhDs, qLogiX Entertainment set out with the goal of breaking down the barriers to STEM and re-invigorating STEM learning.
With a mantra of “Play, Inspire, Explore,” qLogiX developed their first product, BooMEE, a digital game for children that teaches math and science. However, the small start-up was a lean, boot-strapping enterprise competing against well-established monoliths with multi-property portfolios in the digital game market. Within the company, there was confusion as to whether to lead with the qLogiX mission or the BooMEE product offering. With a soft-launch planned at the Albuquerque Innovation Central in New Mexico in late autumn, the founders only had three months to find brand clarity.
The challenge was clear—I needed to bring to life qLogiX’s purpose and brand positioning in a way that communicated its intentions and ambitions.
the solution
qLogiX required a flexible approach. The founders envisioned products spanning from video games—of which BooMEE is the first in a series—to licensed paraphernalia, to services like after school programs and online learning. Given the wide range of possibilities and projects the founders were interested in pursuing, I had to do more than craft a distinct identity.
My approach
- Uncovered and clarified the company mission: to foster curiosity, discovery, and continuous learning through fun, interactive, and innovative play. This served as the single strategy and captured the company’s character while leaving room for future expansion and brand growth.
- Developed the new brand vision: to eliminate the social fear, generate awareness and adventure, and increase representation across STEM learning.
- Refreshed and clarified the brand while preserving the founders’ original tagline, “Play, Inspire, Explore.”
- Defined the critical value proposition of BooMEE and clearly articulated how it fit into the qLogiX mission.
- Created:
- Course materials
- Copy messaging
- Grant proposals
- Pitch decks
- Promotional materials
The new messaging established qLogiX as a company set on furthering STEM through creative play and introduced BooMEE as its first product. Through the gamification of education, BooMEE delivers on the qLogiX mission by empowering children to take charge of their own learning and exploration of STEM.
the results
qLogiX’s refreshed brand strategy is effective because it is clear, compelling, and remains faithful to the founders’ original mission. After a successful soft-launch in Albuquerque, qLogiX debuted BooMEE at the New York MakerFaire, a forward-looking science and innovation showcase that brings together creators exploring new forms and technologies across the spectrum of science, engineering, and art. The exhibit featured fully functional versions of the game available for download, new marketing materials, and the brand film playing on loop.
In part due to the course material I wrote, qLogiX was invited to play-test BooMEE at Columbia’s After School Program. Play-testing is still in progress, but the company is already fielding inquiries from New York area schools about future programming.
Though still bootstrapping, qLogiX Entertainment has received interest in BooMEE from organizations like PBS, National Geographic, the Lemelson Foundation, Apple, and investors in the EdTech space.
