Building trust in the stories that shape young minds, one frame at a time.

Film distribution is a complex game, played between producers, international marketing teams, local cinemas, and national regulations. When your "products" change every few weeks, building a lasting brand identity is a unique challenge.

Our client, CAY, wanted to build a dedicated sub-brand from scratch, with a clear mission: use the power of cinema to help children understand sensitive topics and navigate their own emotions. They needed an identity that could speak to parents, educators, and children simultaneously, establishing trust from day zero.

We believe a brand is a promise, and bold design means having the courage to eliminate what is unnecessary to keep that promise clear. For a film distributor whose content changes constantly, the brand couldn't just be about the movies; it had to be about the shared experience and emotional growth.

We started to build an ever-evolving identity. By grounding the brand in a playful, character-driven narrative, we gave the brand a flexible visual language that can take on new layers, adapt to any cinematic theme, and speak directly to children and adults alike.

We helped YAY develop a focused brand centered around a clear promise: “Inspiring young audiences, one frame at a time. At YAY Films, we distribute stories that don't end when you leave the cinema.” To bring this to life, we built the brand layers from the ground up:

• Foundations & Naming: Co-created the playful name YAY and established a strategic positioning focused on emotional literacy.
• Identity & Character Design: Designed a versatile mascot centered around the letter “A”, a little hero that shifts and adapts to tell stories where words fall short.
• Touchpoints & Campaigns: Developed animated spots, educational resources, and social media campaigns tailored for parents and educators.‍
• Product Extension: Most recently, we brought the brand into the physical world by developing YAY Feels, a card game about understanding emotions, guiding it from initial concept to the finished product.

By consistently delivering on its promise across every touchpoint, YAY has established itself as a deeply trusted partner for both families and educators. Year-over-year demand for their educational films in cinemas increased by X%, proving that stories on the big screen can help children understand their own stories.