Caring that strengthens.
Helping kids overcome fears and anxiety in times of crisis with brand storytelling, character design, and brand identity.
Tommy Moose was ready for a refresh. The plush toys live in thousands of fire trucks, police cars, hospitals, and crisis shelters nationwide, ready for first responders and essential workers to distribute to kids in need of comfort and a listening ear in crisis situations. For over ten years, more than 250,000 Tommys had reached children exactly when and where they needed him. But throughout the years, Tommy’s design had become dated. We seized the opportunity to strengthen and expand Tommy’s appeal, mission, and ability to meet kids where they are.
By adjusting Tommy’s age from a “knowing adult” to a “friend and peer” who feels and learns alongside children, Tommy could reach today’s children with new relevance. In addition to offering them comfort and a listening ear, he would now also be appearing as part of the storytelling and teaching curriculum at Lodgic Kids Camp, a flexible childcare center for kids up to 12 years old. Tommy would come alongside children to help them learn and develop social and emotional intelligence in an entertaining and educational way. We wanted Tommy to empower children while teaching them valuable life, emotional, and social skills.
With his new ethos, look, role, and environment, Tommy Moose now reaches more children through more channels than ever before. He is distributed nationwide to children in crises and need as part of the Tommy Moose First Responder program, and is a central part of the play-based learning curriculum for Lodgic Kids Camp.
From knowing adult to friend and peer.
We adjusted Tommy to a more childlike age so that children could identify with him as a friend worth following. Working with an LA-based animation partner, Pixel Pirate Studios, we refined and modernized a brand-new character design and the initial concept art to create a full picture of who Tommy Moose would be and the world in which he would live.
From 2-D concept to 3-D plush.
In collaboration with several production partners, we guided the new Tommy Moose character design through concepting, prototyping, and manufacturing as a high-quality, eminently cuddly plush toy. The Tommy 2.0 plush delivers on dual purposes: a cuddly comfort for kids in times of crisis and a character with an engaging personality and values to help children learn.
An identity to match.
In addition to the on- and off-page reinventions of Tommy himself, his logo was given a fresh new look that built Tommy’s own profile into the mark, adding an extra dash of both playfulness and smarts.
Bringing Tommy’s world to life in a play-based learning environment.
Tommy’s world, known as the Heartland, became the backdrop for Lodgic Kids Camp, a flexible childcare environment in which Tommy is a central part of the play-based curriculum. At Lodgic Kids Camp, Tommy learns alongside the children, modeling social skills, emotional intelligence, and how to care for others. Four wall-sized murals were created to identify each age-progressive classroom — the Nest, the Meadow, the Grove, and the Mountaintop — and create uniquely immersive spaces where the children learn and grow alongside Tommy.
- Pixel Pirate Studios — Character Design
- Purrfection — Production and Manufacturing
Silver Pencil in Brand Transformation
The One Club for Creativity
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