Creating a mega-brand to unify a growing product line

Tabula Digita is an educational gaming company rooted in the pedagogical belief that optimal learning occurs during collaborative, interactive, and engaging experiences. Having experienced significant success with its agship product, DimensionM, Tabula Digita was looking to create a mega-brand to serve as an overarching portal for its growing product line. The vision was for the mega-brand, DimensionU, to become the world’s largest community of student learners in immersive virtual worlds from schools, learning centers, and homes around the United States.

Exploring the educational gaming experience 

Tabula Digita partnered with Karr Lucar Consultants to understand the educational gaming experience for students, parents, and teachers. We spent time with 4th - 8th grade students and unpacked the meanings of education, entertainment, social networking, and gaming. Ethnography participants opened their homes to us, played games with us, and completed collages to illustrate their understanding of education and entertainment. Phone interviews with teachers captured their hopes for the future of education and perspectives on the changing role of technology in education. Focus groups with moms and students explored current and potential communications patterns, subscription models, reward programs, and perspectives on DimensionU branding strategy. 

Building a universe for educational communities

The Karr Lucar team found DimensionU lives right at the crossroads of education and entertainment; a powerful position to occupy because it benets from teacher and mom advocacy and kid passion. Leveraging this insight we developed a mega-brand strategy and portal that combined true educational credentials with real entertainment credibility. Launched in August 2010, DimensionU is a universe of multi-player games where students can practice core K-12 subjects including math, literacy, science, and history.