Being a tween today is... complicated. It’s a time full of awkwardness, discovery and all sorts of changes. Everything is “in between” — and that’s something to be celebrated. Our design strategy for the TeenNick rebrand began with interviews with real-world teens and pre-teens, and experiments with all of the in-between moments in kids’ lives, both within the TeenNick universe and the day-to-day lives of its audience. It’s a universe where the modernity of the Internet meets the weirdness of real life in a way that feels tactile, original, and totally authentic to a Gen Z audience.