VOOP
A new family mobile network built to help children develop healthier digital habits.
Visual Identity, Art Direction, Web Design, AI Image Creation
Project Lead: Little Plains Strategy & Copywriting: Nick Ceglia Motion: Austin Mullin Development: Fabrizzio Zampieri
How do you design a brand for families navigating a digital childhood that no one was prepared for?
Today, kids live half their emotional, social and educational lives through a phone. Parents are overwhelmed. Schools are overwhelmed. The tools designed to help either don't work or make things worse: apps can be deleted, controls can be bypassed, kids reject "kid phones", parents feel guilty, teens feel watched, and traditional mobile networks simply don't care.
VOOP set out to solve this by rethinking the family mobile network from the ground up. Our challenge was to create a brand that could speak to both audiences at once—one that children would see as exciting and empowering, while giving parents confidence, trust and peace of mind. Rather than leaning into fear or control, we built an identity around a more optimistic idea: building. Building healthier habits. Building independence. Building trust.
We created a visual universe inspired by voxel-based games such as Minecraft, where every element feels like it has been carefully constructed block by block. The aesthetic immediately resonates with children because it feels playful, creative and familiar, while the softer colors, handcrafted environments and thoughtful composition reassure parents that the experience is safe and trustworthy. Rather than borrowing gaming culture at face value, we used its visual language to reinforce VOOP's core promise—that healthy digital habits are something families build together over time.
The wordmark was custom drawn to feel as though it had been assembled from the same modular building blocks found throughout the wider brand system. Each letter is constructed from a perfect square block with consistent proportions, giving the logo a playful yet highly structured appearance that reinforces ideas of building, stability and trust.
This language extends into the brand symbol—a hot air balloon built from isometric voxel shapes—which represents exploration, growth and freedom within safe boundaries. The hot air balloon became the brands vessel to explore the world and guide the user through any interaction with the brand.
Bringing VOOP website to live we scaled the visual language by developed a workflow using AI-generated environments, art-directed to maintain a consistent voxel aesthetic to provide a rich library of supporting imagery. Large voxel landscapes, floating islands, forests and playful objects surround product interfaces, making the technology feel approachable rather than technical. This allowed every page to feel like another scene within the VOOP world.
The world is meant to be explored!
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