Gymboree Year Two
To continue the rebranding effort, Gymboree Play & Music made a brave corporate decision: Reformat the Play & Music program to highlight a “level” system. Like karate belts, their program levels would be color-coded and clearly labeled. This way, parents would clearly see any class as part of a larger program, encouraging frequency and setting kids up to go through the entire program instead of just one class. At the Hive, we were busy rebuilding the website, all the in-store materials, and even creating the “xylophone” version of the logo, which cues the idea of the program as well. We worked hand-in-hand with Gymboree—from C-level to the franchisee board—to implement the hundreds of printed pieces necessary to launch the new programs. We even attended their annual meeting as special guests!
“The Hive is both playful and strategic with a very strong aesthetic—a very good fit for our brand.”
Jill Johnson Vice President, Gymboree Play & Music