Core Values

Fun
Safety
Confidence
Educational

Description

Crime is rampant in the metro systems in the US, along with riders who don't follow the basic safety protocols. "Track Stars" main mission is to teach children about metro safety, onboard train behavior, emergency awareness, track & platform safety, and, overall, respecting public transit in a fun and educational way. Track Stars will introduce two characters who will be the voice of the brand assigned to enforce these safety etiquettes and behaviors, generating awareness for the children of today who will be the metro riders of the future. Track Stars will also introduce learning kits that will be implemented into schools to help kids learn even from home.

Brand Personality

Playful
Friendly
Engaging
Trustworthy

Target Audience

Children (5-10 years old), Parents (25-45 years old) of all genders who live in urban and suburban areas with metro/train systems across the U.S, and are most likely to use them as a common source of travel

  • Education Level: Elementary school students; Parents with varying education levels

  • Ethnicity: Diverse

  • Attitudes & Opinions: Children who are excited by fun and colorful experiences; Parents who are concerned about child safety

  • Personality Traits: Children who are playful and eager to explore new things; Parents who are responsible, safety-conscious, and family-oriented

Human Truth

  • Metro/train safety for kids is often an overlooked danger and not seen as a top priority; therefore, there is a lack of resources focused on this topic

  • Ridership on Trains and Subways can often be and has been dangerous, especially in bigger cities

  • It's good practice for kids to learn boundaries and how to report unsafe situations

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NYC transit system art exhibit of graphic design.jpeg
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Metro - Marek Vysušil.jpeg
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Kids love to explore with their hands; therefore, the learning materials should vary between soft materials and embossed or raised elements to encourage touch.

Scents should be engaging, comforting, and educational while reinforcing key aspects of train travel. Linking a specific scent to common train actions will help link and reinforce this mindset when taking the train.

Links good behavior/safety habits with positive reinforcement through taste, encourages kids to countinue learning.