UNDERSTANDING THE REAL TARGET

Millennial and Gen Z parents respond more to context than to features.
They prefer language rooted in empathy over control, and guidance over management.
We defined Doong not as an app that manages children, but as a tool that walks alongside their growth.

Visual Language for Trust

The core of the visual approach was balance—between warmth and stability.
Not overly childlike, yet never cold.
The color palette was refined around the brand’s core tones, while soft graphic elements and character-based visuals were introduced to lower resistance at first glance and create a sense of comfort.

One Look, One Message

Advertising needs to be understood instantly.
To deliver Doong’s core value within seconds, text was reduced and messages were arranged along natural eye-flow paths within a single frame.
The moment users stop scrolling, they immediately understand what Doong helps with—and why it matters.

Built for Recognition

Every advertising asset was designed with reuse in mind.
Clear standards for color, character, and layout ensure that the brand remains recognizable even as platforms and formats change.
This consistency is what allows Doong to be remembered not as a one-off app, but as a familiar brand.

Beyond a Single Campaign

This project goes beyond a single advertising execution.
It establishes the starting point of a visual language that will continue to guide future content and campaigns as Doong grows.
Because while ads are fleeting, a brand needs to last.