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The first step of the process was to brainstorm ideas. After letting go of ideas related to couples, the team decided that families experience challenges in terms of maintaining a meaningful balance between work requirements and physical presence. We considered that the interaction between parents and children is the one most impacted by absence, as it can cause fear and even lead to separation anxiety disorder.

The team also decided that the format of the product should resonate with children, eliciting a calming and emotional response. Therefore a Minion was chosen, as they are funny, enjoyable and silly “creatures” that make people smile. Even adults =)

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