BACKGROUND. Brain Development was founded by Nadezhda Babenkova in 2011. She independently launched the production of robotic kits, software, and teaching materials. To promote educational robotics, Nadezhda created the "Robotrek" brand, which quickly became well-known among schools and clubs. Over the course of 10 years, more than 70,000 public school students have completed Robotrek programs. Over 150 licensed children's clubs have opened in Russia, Kazakhstan, Uzbekistan, and Kyrgyzstan. Over time, the company developed numerous related areas: neurotechnology, programming, neural networks, computer vision, 3D modeling, and printing. This resulted in the formation of a comprehensive ecosystem of products united by the idea of immersing children in the technologies of the future at an early age.

CHALLENGE. The pandemic gave the company time to rethink its path. It became clear that the "Robotrek" brand had outgrown the confines of robotics. A new brand was needed that would:
• integrate current and future expertise,
• scale to new markets,
• reflect the company's mission: to foster interest in the professions of the future,
• enable the sale of not just equipment, but a unique educational methodology.

As Nadezhda Babenkova said: "We don't sell equipment, but methodologies that awaken children's interest in learning about the world through technology."

RESEARCH. The project proved challenging due to its audience structure. We needed to work with children, parents, teachers, school administrators, franchisees, distributors, investors, and patrons. Each group had its own motivations and expectations. We conducted a series of in-depth interviews and developed a unified conceptual framework on which to build the brand platform.

BRAND CONCEPT. "A Launch Pad for Future Creators" – the company helps children take their first steps in the digital world, introducing them to technologies and professions of the future, giving them the opportunity to try, create, and experiment. The brand has become a starting point for those who choose the path of creator early in life.

BRAND PLATFORM. The brand's goal is to promote the harmonious development of a digital society through the early adoption of technology. Brand Essence: "An intelligent navigation system for understanding the digital world." Brand Proposition: "An ecosystem uniting educational programs and tools that help children master and apply knowledge to develop in a digital society." Mission: "Raising a generation that will make the world a better place."

NAMING. The core audience is children born after the digital revolution of the 1980s and 1990s. This generation is Digital Natives, digital natives. This idea formed the basis for the name DigNatEra – Digital Natives Era.

BRAND ARCHITECTURE. We proposed an umbrella architecture that reflects the full product lifecycle:
• Dignatera Development – research, development, and production;
• Dignatera Trade – sales, marketing, service, and training;
• Dignatera Education – training centers, franchises, and school programs;
• Dignatera Events – events, hackathons, competitions, and conferences.

VISUAL COMMUNICATIONS. The corporate identity is based on a universal, minimalist symbol: a purple arrow pointing toward the future. It expresses movement, progress, and a start. We use it as a logo element, as a standalone graphic object, as a basic module for building a design system, and as a navigational motif for sub-brands within the architecture. Purple was chosen as the color of high technology and intellectual leadership.