Arduino Education does absolutely amazing things for adventurous teachers who want to bring more creativity to how they teach problem-solving through technology. But educators in K-12 and higher ed were overlooking them. This started with defining a brand archetype and positioning, which led to an attention-grabbing campaign with fun visuals, a strong message, and a new term (Createchivity) that would make sure Arduino Education owned this unique intersection of creativity and technology in education. Created at LimeLight Marketing.