# data[].attributes.body
I wasn't 100% happy with my silhouette logo so I experimented with this lifework image of a pika.

# data[].attributes.body
The shield protects the pika which is symbolic of what the brand stands for
The shield is done in a playful brush to make it attractive

# data[].attributes.body
This was one of the first logo designs. I was really happy with the outcome, its bold, minimalistic and stands out. In the end, we decided that the Pika animal should be incorporated in the logo but i wanted to carry forward the simplistic design language.

# data[].attributes.body
The CEO wanted a logo which includes the Pika animal, so I created this silhouette for an initial draft. its very simplistic and matches the brand colour scheme so that it is instantly recognisable. I also masked off some lines within the silhouette to show some basic detail and give more depth to the logo.

# data[].attributes.body
Continuity across a brand is crucial if you want the brand to be recognizable. Font choice is as important as the color scheme, name and logo as the choice can impact subliminal inferences a consumer makes about a brand. For example, a modern tech brand would not choose to use a serif font, as they are used more in classical works. Also, sans-serif fonts are easier to read, especially for those who are visually impaired.

# data[].attributes.body
This advert is constructed to appeal to both parents and children. To begin, the add appeals to children and parents through the actual product itself, in this case the "Muttonhead" top, this is to make children want it but it works doubly in the sense that this may make parents decide to buy the product for their children but they may also go and purchase it for them unpersuaded by begging kids. On an individual level, the icecream being eaten by the child in the picture will also appeal to and target other children, with the information on the right side of the advert appealing more to parents who might want to buy these products for their children.

# data[].attributes.body
This advert for Smyths Toy Superstores is designed to appeal more to children directly than their parents, this is done through the use of colours, animated and fun looking toys and the use of the little boy mascot, to establish a sense of familiarity within children who may see him, the hope being (from a business point of view) that this will make children very excited and want to visit the toy shop and the parents will then feel obliged to do so and will consequently be very likely to end up buying something for them.

# data[].attributes.body
This advert presents itself in a way that is designed to make parents feel secured in their decision to send their kids to the school, this is done through imagery, via the smiling, happy children in the photo and also the use of positive vocabulary "shining" for instance.

# data[].attributes.headline
UK Fertility Rate (How many kids are women having) 1940-2020

# data[].attributes.subject
UK Fertility Rate (How many kids are women having) 1940-2020

# data[].attributes.body
From this graph a clear and steady decline in the total fertility rate of people in the UK can be interpreted, notable is the effect of the financial issues the country faced in the 70's and when looking at the graph it seems clear that we are entering a similar decrease in the amount of children being born. From around 2010 the fertility rate of the UK has been falling and from the look of the graph, the reduction in the number of baby births is only accelerating and could threaten the UK's childcare industry in the near future. Whilst the impact of this decline won't be instantaneous (older children will take the edge off for a while) the childcare industry will inevitably feel the loss in the form of lower sales and reduced profit which could see smaller childcare companies go bust.

# data[].attributes.body
When looking at the overall UK population a sharp trend towards growth can be seen taking place, this means that there are more people in the country, the vast majority of which will be born here. If this population growth continues as this graph suggests then it is likely that the market for childcare will only continue to expand and grow, since more kid related products and services will be needed to attend to the expected increase in the number of children within the UK, making childcare an essential and profitable business.

# data[].attributes.headline
How to make a car safe for young children

# data[].attributes.subject
How to make a car safe for young children

# data[].attributes.body
Built in monitor with a compact games console to keep kids entertained during long journey's, could be mounted into the back of the seats.

# data[].attributes.body
A refillable dispenser that can contain either sweeties or healthy snacks for children, with a timing feature to stop the kids from eating too much.

# data[].attributes.body
(If the car is powered by hydrogen), A system to collect waste water from the hydrogen motor, make it safe to drink and install an automatic tap to give children water when they require it, with a drain underneath the dispenser and built into the car floor to prevent and reduce spillage.

# data[].attributes.body
Kids Putting fingers in small areas - Children are curious and like to put their fingers in places they shouldn't. This can cause their fingers to become stuck causing unnecessary problems
Soften Corners - Hard corners are know for injury. If you soften the corners this will prevent injury and pain
Fingers Trapped in Car doors -Idea of Slow closing doors to ensure time to prevent the hazard
No Small loose objects (can choke)- Choking can cause death , so to ensurer the accidents
Car Seatbelts for children - from experience , some seatbelts are uncomfortable if they are too high
Window Monitors
Baby Camera / 360 interior camera - full view of the child
Modular potty / toilet - incase the child needs to use the toilet , with a quick button the seat will open a hole for
Soundproof glass/ split glass

# data[].attributes.body
Thermal detector to identify heat sources (from children or other living things) and automatically activate the air conditioning if detecting dangerously high temperatures inside the car.

# data[].attributes.body
CEO - Theo Tucker
Chief Technical Officer - Bart Wolczyk
Brand Visionary - Lena Eblenkamp
New Product Developers - Emma, Crystal
Key 2D Concept Designers - Logan Greenway, Harry Williams
Public Relations - Tim Asson
Marketing / Consumer Research - Callum Milner

# data[].attributes.body
Laser sensors on the seat backs to prevent the seats from being moved onto the hands or legs of children.

# data[].attributes.headline
Initial Product Ideas (FAO Emma + Crystal)

# data[].attributes.subject
Initial Product Ideas (FAO Emma + Crystal)

# data[].attributes.body
Here at Pika Incorporated, we aim to enable the parents of children who are aged 0-11 maintain their own independent lifestyle whilst also being able to spend plentiful and precious time with their kids, watching them grow throughout their early years into strong, young individuals, well prepared for their adult lives ahead.

Our vision is a future in which parents can embrace freedom and not be held back by the confines of parenthood.

# data[].attributes.body
“To provide the same level of care towards your children as you do”

# data[].attributes.body
We aim to provide parents and carers with broad range of forward-thinking options when it comes to ensuring their young children are cared for with minimal effect on their day-to-day lives.

We believe parents and carers shouldn’t have to deny themselves opportunities because of the requirements of being a responsible caregiver.

# data[].attributes.body
Out of around 67 million people living in the UK around 8.2 million are children aged 9 or below, from this we can see that there will be no lack of parents and children to sell our products to and can infer that a business in the childcare industry will not face issues with demand.

# data[].attributes.body
0-2 years - High Intensity

- Entertainment
- Safety
- Feeding (breastfeeding)
- Sleeping

3-5 years - Intensive

- Feeding (bottle feeding / plate)
- Entertainment
- Social skills
- Mobility (walking)
- Safety

6-8 years - Less Intensive

- Feeding (plate)
- Safety (to less of an extent)
- Mobility (outside of the home)

9-11 -  Semi-Independent
- Transport between villages and on public transport

# data[].attributes.body
Pika is a start-up focusing on changing the way childcare and associated responsibilities affect the lifestyles of those caring for them.