Product Designer & Art Director
plumtum.jpg

Plumtum

How can we build a network that grows with its viewers?

Brand Identity & Integrated Marketing

 

Sit a child in front of their favorite cartoon, and they're hooked. They might even watch the same episodes on repeat. These are unique shows, the ones that kids grow up idolizing. But for brands trying to tap into this demographic, grabbing the attention of children takes skill. You need the right mix of content and a signature character that pulls in viewers. So how do you create a network that kids will watch? Plumtum sought to figure this out.

Plumtum is a new children's network available only on YouTube. It's home to animated films, and tv shows not available anywhere else.
 

 
 
01_top_cover.jpg
05_image_group.jpg
 
 
 

Grabbing the attention span with a new star

The project’s success was more about gaining attention and less about programming. The network knew they had fantastic content. The problem was giving kids a reason to tune in every day. In the variety of kids shows we researched, the most popular brands focused on a central character. Kids gravitated to these larger than life personalities who grew into pop icons.

The hook we needed was a central character. One with enough charm to grow into a staple as the brand grew in popularity. The character needed to be synonymous with the network. To achieve this, we paired the mascot with every marketing touchpoint created for the brand. We wanted to make sure that when you saw an advertisement for the channel, Plumtum would be front and center.

Artboard-1@2x-8.png
 
 
4_plumtum_banner_1280x384-(Native-1600x560).jpg
5_plumtum_banner_1280x384-(Native-1600x560).jpg
 
 
6_plumtum_full_2_1440x1401-(Native-1600x1556).jpg

Color & Type Choices

6_2_plumtum_full_2_1440x1401-(Native-1600x1556).jpg
Artboard 1@2x.png
8_plumtum_standard_940x577-(Native-1880x1200).jpg

“Instead of trying to gain kids attention, how about we gain trust long-term?”

An obvious question became the through-line of our creative strategy.

Plumtum has a broad audience spanning from toddlers to young children. We thought about how their taste might change as they matured and how Plumtum would respond as a network. Most cartoon characters remain the same. So we asked ourselves what does Plumtum as a brand look like when fans get older? What worked for a child at 15 months won't be the same story three years from now.

9_plumtum_standard_940x577-(Native-1880x1200).jpg

Kids who watch shows on Plumtum are of all different ages. Which for us meant not everyone watches the same programming. While there's room for overlap, it's less likely for toddlers to watch the same shows as older children.

10_plumtum_larger_942x737-(Native-1440x1103).jpg

We decided Plumtum's look should differ depending on the show's audience. A cartoon for an 18-month-old should feature an age-appropriate mascot. As viewers mature, so do the shows they watch, so does Plumtum. That allowed us to create a character, and continuous brand kids can identify with because they've both grown up together.

11_plumtum_banner_1280x384-(Native-1600x560).jpg
8bb609fce5403f0e5765fab59db2c0a310e9c46a_12_plumtum_standard_940x577-native-1880x1200.jpg
b673ed980efbaa9dbf0ce0cd5dde3dd68d4f9f62_13_plumtum_larger_942x737-native-1440x1103.jpg
7b362fe0d83de933f959b39333f16742a872cedb_14_plumtum_full_1_1440x720-native-1600x800.jpg