A Bold Brand for Brave Kids: How Flow Helped 12Minutes to Find Their Voice
"What if kids could roam freely, without fear, and parents didn’t have to worry? Where a scraped knee or a bump wasn’t a big deal, but simply part of the adventure?"
That’s the future Leonie and David from 12minutes are building. Their mission: to create a first-aid emergency kit that empowers families, supports safety, and never gets in the way of childhood exploration.
Writing that story
To reposition their product and sharpen their brand, we designed a structured, creative deep dive to unlock clarity, purpose, and flow. This wasn’t just a strategy session—it was about shaping a story that gives children the freedom to be wild, curious, and fearless.
Following the Way of Flow a multi-stop framework that helps connect the dots and distill clear results, we began with “What the Flow”, a short but powerful introduction to flow state as both a mindset and a working method. This isn’t about working harder. It’s about working in rhythm: focused, undistracted, and just challenged enough.
Finding the Source helped us understand where 12minutes stands today. What does the brand represent right now? We explored the status quo and built awareness of what’s working—and what needs to shift.
Building the Stream involved defining a powerful Purpose, Vision, and Mission, all rooted in one clear truth: Neither kids nor parents should ever feel held back, but instead be encouraged to get out there and simply be kids.
We used Empathy Mapping, identified Brand Archetypes, and even imagined the opposite of the brand to unlock new perspectives. That energy fed into a Brand Safari, a fresh Elevator Pitch, and eventually, a full Brand Canvas—a new map for 12minutes’ identity.
Riding the Rapids shifted our view toward the future. We asked: What’s the potential for international growth? How can this message reach more families, more kids, more playgrounds?
Reaching the Ocean helped us define clear priorities and next steps. What’s most urgent? What will have the greatest impact? The day ended with direction, momentum, and a story that truly resonates.
Bottom Line
In just one day, we laid a whole new strategic foundation. A sharper brand message. And, most importantly: A renewed sense of purpose, to help kids live fully. Because when care is ready, fear gets quiet.
