It took us about two months to conduct a research and to finalise the concept. We analysed relevant case studies, selected the best solutions and adapted them to our target audience. The biggest challenge was that the brand was supposed to represent safety and reliability to parents, and at the same time be interesting to children. During our research we interviewed a number of parents in small towns in order to understand the problems their children face in ordinary schools. The collected data helped us to better understand the issues we were addressing in order to form a strong brand foundation.