And how do you do that? By offering them such a wide range of learning opportunities, they can fill their out-of-school time with activities they love–and in so doing, find out what they’re really good at.

That’s the idea behind a new initiative from the City of Saint Paul. The program coordinates the city’s many existing resources to offer kids hundreds of free or low-cost activities and programs, from art to basketball to reading to music to math tutoring.

Key to the initiative’s success was its brand, which had to be youthful (but not too young), fun (but not flippant), and somehow communicate the idea of an interconnected network (without being complicated).

Pollywog led a diverse group of influencers and decision-makers–including the Mayor’s Office, school board, library system, parks and recreation department, Youth Commission and students themselves–through the branding process to give this innovative program the energetic, youthful name it deserved, along with an aspirational tagline.

Sprockets. Find out what moves you.

The brand identity–and this cool little spot–were created by our friends at Peggy Lauritsen Design Group.

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