Brand Mission Statement
Our mission is to spark kids’ curiosity, creativity, and love of learning by blending exciting STEAM adventures with sports and joyful outdoor movement. With our focus on whole-child development, we nurture intellectual and physical growth in a fun, inclusive environment that brings out kids’ best.
Core Values
- Curiosity: Encouraging kids to ask questions and explore the world around them
- Creativity: Nurturing imaginative thinking and problem-solving skills
- Fun: Ensuring that learning is exciting, energetic, collaborative, and uplifting
- Movement: Incorporating sports and joyful outdoor activities into every experience
- Inclusivity: Welcoming kids of all backgrounds and celebrating diverse perspectives
- Empowerment: Boosting self-confidence and fostering independent thinking
Target Audiences
- Parents seeking educational and enriching activities for their kids
- School administrators/partners looking to bring trusted before and after-school enrichment programs to their campuses
- Kids grades K-8 attending our summer camps and before and after-school programs
Brand Personality
Our brand is:
- Friendly and Approachable: We communicate in a warm, inviting manner that puts parents at ease and makes kids feel comfortable and excited to learn.
- Energetic and Enthusiastic: Our tone is lively and dynamic, mirroring the energy and fun of our programs.
- Educational and Authoritative: We create clear, informative content that showcases our subject matter expertise and instills trust.
- Supportive and Encouraging: We positively reinforce parents and partners who pick our programs and celebrate every child’s achievements and progress.
- Inspirational and Motivational: Our content generates excitement and possibility while spurring action.
- Aware and Empathetic: We keep the unique and ever-changing struggles of our parents, kids, and administrators front of mind, with an emphasis on providing meaningful solutions.
Voice Characteristics
Positive and Upbeat: Our communications are optimistic and full of enthusiasm.
- Example: “Get ready for a summer filled with STEAM fun and discovery!”
Clear and Simple: We use straightforward language that’s easy for kids and ESL individuals to understand.
- Example: “We want all of our buttons to use the same code. So, right click on your sprite and press duplicate!”
Encouraging and Motivational: We motivate parents to take action.
- Example: “This is your moment to make your child’s summer unforgettable, with our one-of-a-kind blend of STEAM exploration and joyful movement!”
Playful and Fun: Our tone is playful, making learning feel like an adventure.
- Example: “Ready to create your own ‘bot? Imagine it, build it, and make it go!”
- Informative and Educational: We provide useful information in a way that sparks curiosity.
- Example: “When our button is clicked, how do we know whether it should switch to its X costume or its O costume? We’ll have to keep track of whose turn it is. We can do that by using a variable!”
Tone Variations
Parents
- Tone: Reassuring, informative, and enthusiastic
- Example: “We’re excited to provide your kids with a safe, inclusive, and fun environment to explore new STEAM subjects. Here’s what they’ll be learning this week!”
- Do:
Keep communications concise (busy parents scan/read quickly!)
Empathize with the unique demands on today’s parents
Refer to kids as “kids,” “children,” or “campers”
- Don’t:
- Assume prior knowledge or use too much tech jargon
- Refer to kids as “students” (there may be exceptions, but often, it feels impersonal)
School Administrators/Partners
Tone: Academic, authoritative, understanding, passionate
Example: For many elementary and middle schools, recess brings a unique set of challenges: this unstructured downtime can result in kids glued to their phones instead of getting vital physical activity, teachers and administrators stuck on yard duty when they have other important tasks to tackle, and a whole host of other behavioral problems and missed opportunities for growth.
Do:
- Empathize with administrators’ unique struggles
- Refer to kids as “students” or “your students”
- Use regionally appropriate terminology as needed (ie. East Coast vs. West Coast jargon)
- Lori and Jody can help define
- Keep program naming conventions consistent:
- Summer Programs
- Guided Recess
- Before & After-School Care
- During & After-School Enrichment
- Don’t:
Refer to “summer programs” as “summer camps”
Use too many exclamation points or bubbly language
Refer to kids as “kids,” “children,” or “campers” (there may be exceptions)
Use the terms “growing bodies” or “joyful movement”
- Swap for “physical fitness,” “outdoor play,” or “collaborative sports”
Kids:
- Tone: Playful, engaging, and exciting
- Example: “Calling all young coders! Ready to dive into a whole new world of conditionals, variables, loops, and functions?”
- Do:
Keep language simple, clear, and fun
- Don’t:
- Assume prior knowledge or use too much tech jargon
Content Guidelines
Social Media Posts: Use bright and cheerful language, emojis, relevant hashtags, and fun facts.
- Example: “🎨🌟 Got an aspiring artist on your hands? Enroll them in our after-school painting program and watch their first masterpiece take form! #STEAM #KidsArt”
Emails to Parents/Partners: Be clear and concise, highlighting key information about programs, schedules, and benefits.
- Example: “We are thrilled to announce our new after-school robotics program starting next month at your child’s school. Enroll now to secure a spot!”
Website Content: Blend informative content with engaging visuals, interactive elements, and clear calls to action.
Example: “Welcome to our STEAM adventure zone! Explore our programs, meet our inspiring instructors, and see what exciting projects we have in store.”
- Printed Materials: Use bold, colorful designs with easy-to-read text and engaging headlines.
- Example: “Discover, Create, Innovate! Join our summer camps and unlock your child’s imagination.”
Sample Copy & Key Marketing Messages
BOILERPLATE
Brains & Motion is the nationwide STEAM and sports education provider families and schools trust to deliver engaging, whole-child enrichment for grades K-8. With summer camps, before and after-school programs, and guided recess, BAM! ensures students thrive year-round through a unique blend of hands-on learning, collaborative play, and joyful physical activity. Under the expert guidance of CEO Bart Epstein—a distinguished educational leader who has served as CEO of the nonprofit EdTech Evidence Exchange, executive at The Princeton Review, professor at the UVA School of Education, and General Manager of a U.S. Department of Defense tutoring program supporting military families—BAM! is redefining enrichment, with over 100,000 students already empowered. Enroll your child today and watch their skills, sportsmanship, and self-confidence soar!
75 WORD BLURB (CAMP ADS, ETC.)
Brains & Motion offers an unforgettable summer camp experience, blending hands-on STEAM adventures, outdoor fun, and vital life skill development. Guided by our inspiring mentors, kids unleash their creativity, engage in collaborative play, and stay active through joyful movement—all while bonding with new friends. It’s an inclusive place where campers discover passions, build confidence, and make memories that last long after summer. Give your child the ultimate break filled with learning, laughter, and endless possibility!
LONGER CAMP AD
Brains & Motion offers one-of-a-kind summer camp experiences in [CITY], held at [SCHOOLS/LINKS]. Each day is brimming with hands-on STEAM activities, outdoor adventures, and high-energy games that foster teamwork and nurture social-emotional development.
Throughout each week, campers dive into creative projects like robotics and design challenges, stay active through sports and outdoor movement, and engage in collaborative play, building confidence and new friendships along the way. Guided by inspiring mentors, kids discover passions, build vital skills, and make memories they’ll treasure long after summer ends. Camps run Monday through Friday, with extended care available.
Space is limited. Secure your child’s spot today for a summer filled with learning, laughter, personal growth, and endless creative possibility!
REFER A FRIEND
Camp is more fun with friends!
When you refer a friend to BAM! summer camps, they’ll save $75 on their purchase, and you’ll get $50 off your next camp. With no limit to the number of friends you can refer, your savings will grow fast!
Here’s how it works:
Step 1: Fill out this short form to generate your unique referral URL.
Step 2: Share your URL with friends and family via email or social media!
Give Your Child the Summer of Their Dreams
BAM! is totally unlike school, tutoring, or sports practice. With fun at the forefront of everything we do, kids are free to explore, laugh, and grow their skills in a pressure-free environment. Our dedication to whole-child development sets us apart from other enrichment programs that zero in on a single subject. Your child will feel the difference and thrive!
__________
Our kids’ favorite season will be here in the blink of an eye. Now is your moment to plan their perfect summer, and save $TBD with code TBD. Don’t let them miss out on the expert instruction, joyful movement, and collaborative fun that only BAM! can bring! From Minecraft and animation to soccer and Scratch coding, there’s something to brighten every child’s break.
__________
This is your moment to plant the seeds for an unforgettable summer. Our flash sale on camps ends soon, and we don’t want your child to miss the expert instruction, joyful movement, and collaborative fun that only Brains & Motion brings!
BAM! is trusted by parents nationwide to:
Stimulate Young Minds
Our expertly-crafted curriculum is designed with fun in mind so kids stay motivated to learn.
Keep Kids Joyfully Active
Sunshine, fresh air, and movement are absolute musts for well-rounded enrichment.
Foster Friendships That Last a Lifetime
Bonds are built between kids of all interests and backgrounds as they collaborate at camp.
Why Should Kids Learn Art?
As parents, we know the importance of enriching our kids’ lives during summer break. It's a time for them to explore, create, and grow without the constraints of a traditional classroom. That's why at Brains & Motion, we believe art isn't just a side activity—it's a crucial part of our camp programming that reinforces everything summer should be about.
Arts summer camps nurture kids’ creativity while promoting self-expression, social development, and emotional well-being. Whether your child someday chooses a career in the arts or another field, the lessons learned at camp will fuel their professional growth and personal fulfillment.
Trusted By Schools & Parents Nationwide
- 1,100 School Partnerships
- 100,000 Students Empowered–and Counting
- Heavily-Vetted Expert Instructors
Style & Grammar
Use the Oxford Comma
- Example: “...coding, game design, and robotics.”
Keep time formats consistent
- Example: 8am-6:30pm
Use sentence case for headlines that feel conversational
Example: Futures in STEAM start at BAM!
Example: Why should I choose Brains & Motion?
- Use title case for headlines that feel formal or non-conversational
- Example: Weekly Schedule
- Example: 5 Benefits of STEAM for Kids
Visual and Design Elements
Primary Logo
White Logo
Spacing Guidelines
Logo Dont's
-
Do not change the lock up
-
Do not stretch the logo
-
Do not use a low resolution file
-
Do not alter the mark or type
-
Do not skew the logo
-
Do not space out the logotype
-
Do not use the logo
with non brand colors -
Do not change the font typography
-
Avoid placing the logo over busy backgrounds
Brand Color Palette
-
#004D59
-
#FFB129
-
#007EC3
-
#8359A5
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#ADE2D0
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#FFF7AE
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#CEE8F9
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#D9B5FF
Typography
-
Nunito
Download fontNunito is a well balanced sans serif typeface superfamily, with 2 versions: The project began with Nunito, created by Vernon Adams as a rounded terminal sans serif for display typography. Jacques Le Bailly extended it to a full set of weights, and an accompanying regular non-rounded terminal version, Nunito Sans.
Body Copy is always set in Nunito Regular. Body copy should always be in sentence case and set to optical kerning as default. -
Luckiest Guy
Download fontLuckiest Guy is a friendly heavyweight sans serif typeface inspired by 1950s advertisements with custom hand lettering.
To be used only occasionally for titles and short taglines.
Used only in a ALL CAPS.
Photography Guidelines
- The best photos show engaged, smiling, and happy kids.
- Capture moments when camp activities are being performed. Examples include kids dribbling or shooting balls, drawing, typing on their tablets, or building robots. Having kids look at the camera is great but not always necessary. It is most important that kids look engaged and happy.
- Make sure your photos are well lit. This is easier to accomplish outdoors, but you should still be careful of shadows. When indoors, make sure the classroom lights are on and kids are not in front of a window. Ensure the background is not too busy.
- Make sure to photograph a diverse mix of genders, ages, and races.
DO:
-
Show kids in a candid, natural style
-
Show kids proudly displaying their creations
-
Show kids engaged in sports and technology
-
Show kids interacting with other campers and instructors
DON'T:
-
Show kids looking bored or frustrated
-
Show kids engaged in activities that are not part of BAM! programs
-
Show students with their backs facing the camera
-
Use images with kids faces cut off
By upholding our Brand Voice & Tone Guide, we will ensure consistent, engaging, and effective communications that resonate with parents, partners, and the young innovators we aim to inspire!