Wee Society Branding
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Case Study By
Early 2012–present; launched August 2012
Wee Society
Project Title
Wee Society Branding
  • Creative directors: Jason Schulte, Jill Robertson and Rob Alexander
  • Designer and illustrator: Rob Alexander
  • Writers: Jill Robertson and Lisa Pemrick
  • Photographers: Jason Schulte and Rob Alexander
  • Producer: Emily Bolls

Ed. note: This case study is a selection from the 2013 “Justified” competition, for which an esteemed jury identified 14 submissions that demonstrate the value of design in a clear, compelling and accessible way. 


Wee Society, a brand of kids products created by the folks behind Office, is about raising good little people through happy design. The overarching goal is to create playful, colorful learning experiences that give kids a positive perspective on the world. With fun, engaging and beautifully designed products, Wee Society also hopes to give parents the tools to start conversations that will help build understanding, encourage empathy, inspire creativity, develop confidence and (hopefully) induce giggles. Office developed the brand strategy and all aspects of the brand experience: name, visual identity system, website, tone of voice, marketing communications and products (apps, art prints and wood blocks).

Our target audiences included:

  • Parents of preschoolers (who will buy the products)
  • Preschoolers (who will use the products)
  • Potential licensees (who will license the characters and/or stories)

We narrowed the initial primary target to “design moms,” identifying this target group as moms who:

  • Value good design
  • Want products that are good for their kids (safe, eco-friendly, high-quality and developmentally appropriate learning tools)
  • Appreciate stories and products that engage their kids and that they enjoy too
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A child uses the Wee Alphas iPad learning app. (Office)

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More than 130 designs in 16 sizes and print options are available at Art.com. (Office)

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Content on the Wee Alphas iPad learning app (Office)

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The Wee Society crest (Office)

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A Wee Alphas limited edition 13-color screen-print (Office)

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Screenshot of the Wee Society website

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The “Us” section of the website demonstrates the brand’s focus on storytelling, with a parallax scroll design that unfolds the story behind Wee Society (Office)

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A selection of Wee Alphas personalized prints (Office)

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A child using Wee You-Things blocks (Office)

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Wee You-Things blocks (Office)

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Various Wee Alphas mobile device screens (Office)


The children’s consumer product market is saturated and highly competitive. However, it’s not easy to find beautifully designed, character-based learning toys and products (especially educational apps) that parents and kids can enjoy together.


In executing this project, we first developed the stories and characters. The products grew from there. Throughout the design process, we continuously sought insights from three different primary source groups: “design moms” (drawing on our own experiences and the experiences of others in this category), preschoolers and early childhood education experts. Insights were gathered via discussions about preliminary ideas and the sharing of prototypes throughout the design process. Appropriate adjustments were then made based on feedback.

Wee Society’s five core values also guided our overall approach:

  • We believe bright little minds deserve really smart ideas
  • Uncontrollable giggles make the world better
  • Our favorite color is rainbow
  • Sharing stuff is good. But sharing experiences is way better.
  • We heart happy design


Throughout the design and implementation process, we continually sought consumer feedback and tested prototypes with parents, preschoolers and early childhood education experts. We also conducted competitive research to understand the market: both what’s out there and what’s missing. This research is ongoing, as the dynamic in the kids’ app space is constantly shifting and evolving.

We met with experts at Common Sense Media and KinderTown, two organizations that help parents select quality learning apps for children, to better understand the opportunities and needs in the kids’ app space. For example, early on we learned that providing tips for parents would be an important element of our design. We also leveraged Sesame Workshop’s publicly available research and best practices on design considerations for apps geared toward preschoolers. Lastly, we referred to child development milestone research.

During the app development process, we started with a paper version of the app story, testing the concept and making adjustments. We then created a beta app and tested it with parents, kids and educators, making further tweaks prior to launch. Throughout this process, we learned a lot about how a three-year-old operates an iPad, and we made changes to some of our UX design. For the website design, we conducted usability testing and made adjustments accordingly.

In designing the Wee Society art prints, we consulted with our licensing partner, Art.com, for feedback on what designs they felt would resonate with their audience. Now we’re monitoring sales, and we’ll continue to make adjustments based on what we learn.



We created an identity system that, like the Wee Society brand experience, is simple, playful and colorful. Playing off the “society” name and concept in a kid-friendly way, the logo features a crest with five icons meant to stand for each of the brand’s five core values (outlined above). We set up a comprehensive visual system and guidelines for the brand that are now used across all communications and product design. While each story and character set may be different, they all have consistent visual threads that make them distinctly Wee Society.


The website was designed to feature and easily sell Wee Society’s products while reflecting the brand’s playful, quirky, happy spirit. The “Us” section of the site demonstrates the brand’s focus on storytelling, with a parallax scroll design that unfolds the story behind Wee Society in a surprising way.

Wee Alphas iPad Learning App

The Wee Alphas are a quirky crew of 26 illustrated animals, a letter of the alphabet “hidden” in each one. Alexander the Angelfish, Biki the Buffalo and their furry, feathered or finned friends each has a story to tell.

Silly rhymes and surprising animations entertain preschoolers as they attempt to find hidden ABCs and practice tracing their own “special letter.” The app includes tips for parents on how to spark conversations and identify teaching moments when using the app with their kids.

Wee You-Things iOS Learning app

To teach the value of differences, this quirky crew of characters celebrates “you-things”—the things that make you special and like no one else in the world. For example, one character named Ruth has a purple tooth. Grace comes from outer space, while Brad has two dads.

Art Prints

The Wee Alphas also appear in a series of art prints, including a limited edition 13-color screen-print, an offset print and a personalized print that is customized to feature a child’s name. Art.com has also licensed—and sells—dozens of exclusive Wee Society prints.

Toy Blocks

We reimagined a classic toy, with wood blocks that feature mix-and-match Wee You-Things characters and three different puzzles to solve. The product was designed to promote problem-solving and spark creativity and imaginative play. The blocks are eco-friendly, made with replenishable basswood and non-toxic inks. Vibrant colors and debossed patterns contribute to a beautiful, textural toy.

DIY Costumes, Cards and Wallpapers

To extend Wee Society’s reach and build excitement around the new characters, we created free, downloadable DIY activities, such as making “Hallowee” costumes or valentines.

Tattly tattoos

We partnered with Tattly to create temporary tattoos of Wee Society characters. These were sold in a pop-up shop event at the innovative retail concept, STORY, in New York City.


The biggest challenge in executing this project was to create something distinctive and meaningful in a crowded market. We sought to articulate the brand’s beliefs, using them as both a filter and inspiration for the stories, characters and products. By staying true to those values, we believe we’re meeting this challenge.


Response to Wee Society exceeded expectations. Feedback has shown that we’re meeting the goal of creating a distinctive, meaningful brand while offering quality learning experiences for preschoolers. To date, product sales, user feedback and website metrics have also exceeded our expectations.

Parents’ Choice honored the Wee Alphas app with a Silver Award, naming it among the very best mobile apps that entertain and teach, stimulate imagination and inspire creativity. Apple selected the Wee Alphas app as “New & Noteworthy” in the App Store’s education category and featured the app in its iPad mini release video. Common Sense Media gave Wee Alphas app its top (5-star) rating for overall quality. KinderTown named Wee Alphas at the top of its list of “Best Apps for 4-year-olds.” Cool Mom Tech named Wee Alphas a recommended app for 2012. Apple also selected the Wee You-Things app as “New & Noteworthy” in the App Store’s education category. The Wee You-Things blocks won the prestigious Parents’ Choice Gold Award.

Wee Society has also been approached with several potential licensing deals. Licensees told them that the quality of the design is what attracted them to the opportunity.

Additional Information

We were inspired by Dr. Seuss’ brilliantly silly stories, Walt Disney’s commitment to craft, Paul Rand’s bold visual solutions, Steve Jobs’ insanely great storytelling technologies and the boundless curiosity of our own preschoolers: Max (who wishes we’d make more choo-choos), Leo (who runs with his arms in the air) and Finn (who prefers yellow).

Juror Comments

"Wee Society sets the bar for a vital, desirable and engaging user experience for children and parents alike. The consistent excellence of the system across channels and through tone illustrates an attention to detail often missing in children’s products. Wee Society is full of imagination and delight. This is a winner, from the entrepreneurial spirit that drove the concept to its meticulous and business-savvy execution."Valerie Casey

"This is a wonderful self-authored project. The branding and illustration are beautiful, and it’s great to see them used across so many applications. I’ll definitely frequent their site for all of my baby shower needs in the near future." —Jessica Hische

"These entrepreneurial design minds invented a wonderful universe, then crafted magical portals into it through a website, apps, posters and products. Well done." —Brad Johnson

"Inspirational. A well-thought-out plan on product development fuses with a nice balance of formal and informal design research and marketing strategies. The end results are products that are fun, engaging and—by the sound of it—successful." —Clement Mok

"I don’t have children, but if I did, I’d want them to be Wee Society kids in hopes that they’d learn attention to detail and develop a sense of design savvy during play."Josh Rubin

"As our profession evolves in ways that we had never imagined or intended, I believe that we all need to champion design firms that embark on entrepreneurial ventures. This lifestyle brand has an imaginative, whimsical visual language that works seamlessly across platforms. All aspects of the brand experience have been carefully considered and beautifully designed. It is so refreshing to see good design in this consumer category, which historically has been uninspired. This sets the bar high."Alina Wheeler

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