Raspberry Pi Foundation

Raspberry Pi Foundation’s mission is to help young people realise their full potential through the power of computing and digital technologies. And it does that across a range of projects in and out of the education system around the world – including Code Club.

Code Clubs are organised by teachers and volunteers outside of school hours, so that young people can learn and create with code in a safe, supportive environment, using a vast array of expert resources and projects from the Foundation.

Now, Code Club is on a journey to expand its reach around the world – and we were tasked with positioning and strategically evolving the brand to facilitate that growth.

Code Club started in the UK in 2012, born from the grassroots ‘maker’ spirit of the era, designed to get kids engaged in coding at an early age by making it fun, accessible and creative.

It became part of the Raspberry Pi Foundation in 2015, and from there grew to become one of the largest platforms for non-formal coding education in the world – with Code Clubs spanning 100 countries and tens of thousands of teachers, volunteers and young people.

And as the Foundation looked ahead to the next decade of growth, they needed a positioning and identity that resonated with as large an audience as possible around the world – to stand for something that could magnetise more volunteers and more young people to join or start a club and explore coding for the first time – and an identity that made sense of the breadth of application a club of that size requires.

We started by looking inside and out. We surveyed the current community to understand what they believed made Code Club as special as it is. And we commissioned research in the UK, Ireland, US and India, to explore the pressures on parents, teachers and prospective volunteers, uncovering the shared attitudes towards the role of coding and computing for young people in the modern world.

What we heard was that in an era marked by extraordinary change, technology is simultaneously a source of deep uncertainty – and infinite possibility. A reason to be anxious – and a pathway to personal and collective success.

Because coding isn’t just a skill. It’s an international language, the fabric behind more and more of what we experience in the world. Learning code gives young people an understanding of how the world works, which in turn allows them to navigate it more confidently – or reshape it in their own image.

Through a series of workshops with the Foundation team we arrived at a positioning that brought Code Club into that context – to restate its role and purpose – a global community of teachers, parents, volunteers and young people developing coding skills and the confidence to use them.

That exists to give a new generation the tools they need to create the future they want to see.