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Circle by Disney was more than just a parental control device. It was a response to a growing concern—how do families manage screen time in an era where digital devices are omnipresent? Launched in 2015, Circle provided a way for parents to oversee internet usage, set time limits, filter content, and create healthy digital habits. But even with a robust product, the brand needed a more defined message.
Circle needed to resonate not just with tech-savvy parents but with everyday families struggling to balance their kids’ online and offline lives. Watson stepped in to refine their positioning, messaging, and visual branding. This wasn’t just about selling a device—it was about shaping the future of digital parenting.
Understanding the complexity of parenting in a digital world required more than assumptions. Watson launched a nationwide research initiative, conducting primary research in Brooklyn, Orlando, San Francisco, Portland, and Salt Lake City. We gathered insights from parents, kids, educators, and thought leaders, crafting a holistic understanding of the emotions, struggles, and aspirations tied to managing screen time.
Workshops and focus groups with key demographics helped shape the brand’s voice. Parents shared their concerns about digital addiction, the difficulty of setting boundaries, and the feeling of being outpaced by technology. Kids expressed their perspectives on fairness, independence, and the role of digital spaces in their social lives. Educators weighed in on how screen habits impact learning, attention, and engagement in school.
Beyond firsthand interviews, we collaborated with some of the leading voices in parenting. Best-selling author and activist Anne Lamott provided perspective on the emotional and social complexities of modern parenting. Marc Dolce, VP of Design at Adidas, offered insights into youth culture, emerging trends, and how technology is shaping the next generation. We also worked with executives at Disney, translating their deep understanding of storytelling and family engagement into strategies that would connect with audiences.
Watson’s work wasn’t just qualitative. We worked closely with Common Sense Media, the nation’s leading nonprofit focused on digital well-being, to back up our insights with data. Studies on screen time, cognitive development, and parental concerns helped validate and sharpen the messaging strategy. This data-driven approach ensured that every piece of communication—from the website to ad campaigns to in-app messaging—was rooted in the real challenges families face.
The research revealed a critical insight: parents weren’t looking for a strict monitoring tool. They wanted empowerment—a way to guide their kids toward healthy habits without constant battles. They wanted transparency—a system that kids understood rather than one that imposed invisible rules. And they wanted flexibility—solutions that adapted to different parenting styles rather than a one-size-fits-all approach.
These insights shaped everything that followed.
With a refined understanding of the audience, Watson redefined Circle’s brand positioning. Instead of being just a tool for control, Circle became a partner in parenting—a way to encourage balanced screen time, open conversations, and mutual understanding between parents and kids.
We built key messaging pillars that reinforced this shift.
“Managing screen time isn’t about control. It’s about balance.” This message replaced the rigid parental-control narrative with one of shared responsibility. Parents set boundaries, but kids had visibility into those limits, making the system feel fair rather than restrictive.
“Pause the internet. Press play on life.” A core feature of Circle allowed parents to pause internet access with a single tap. This message reframed the technology as a tool for reconnecting families, reinforcing that screen time management wasn’t about punishment—it was about creating space for real-life moments.
“Their world. Your rules.” This message highlighted customization, showing parents that Circle adapted to their needs rather than enforcing a generic approach.
A strong brand message is only as effective as its execution. Watson carried these insights through every aspect of Circle’s presence, ensuring consistency across web, campaigns, packaging, and in-app communications.
The Circle website transformed into an educational resource for parents, not just a product page. Content marketing focused on guiding families through digital challenges—how to talk to kids about screen time, how to set healthy boundaries, and how to create positive tech habits.
Digital campaigns highlighted real family experiences, moving away from stock imagery to authentic moments of parents and kids navigating digital life together.
The design system became more approachable, using warm colors, conversational copy, and intuitive layouts. Packaging emphasized ease of use, assuring parents that Circle was a seamless addition to their daily routine.
The in-app experience also shifted to reflect the brand’s positioning. Instead of cold system notifications, messages became more human. “Looks like it’s bedtime—let’s make sure you’re getting enough sleep tonight” replaced “Internet paused due to time limits.” These subtle shifts made the experience feel less authoritarian and more collaborative.
Watson led the development of video campaigns that brought Circle’s mission to life. These weren’t just product explainers—they were stories. One campaign followed a working mom trying to balance conference calls and family time. Another showed a teenager negotiating screen time limits with his parents. These real-life moments reinforced Circle’s role as an enabler of better conversations, not just a restriction tool.
Circle’s journey didn’t stop there. Over time, the product evolved from a standalone Wi-Fi device to a hybrid hardware-and-subscription model, expanding its reach from home networks to mobile device management. Parents could now manage screen time and content filtering both at home and on the go.
The brand’s positioning remained strong, adapting to new features while staying true to its mission of helping families find balance. By 2025, Circle became part of Aura, a digital security company specializing in family online safety. The acquisition integrated Circle’s technology into Aura’s broader suite of protection tools, ensuring that families had a comprehensive approach to digital well-being.
Circle’s evolution was driven by research, strategy, and collaboration—exactly the approach Watson brings to every project. The impact of this work extended beyond marketing. It shaped how Circle was perceived, how it engaged with families, and ultimately, how it positioned itself as an essential tool for digital parenting.
“Watson didn’t just give us a brand strategy. They gave us a philosophy—one that shaped how we talked about screen time, how we connected with parents, and how we designed every touchpoint of the experience.”
Circle wasn’t just another tech product. It was a movement toward better digital habits, built on trust, balance, and real-world insights.
Circle by Disney started as a parental control tool but became something much larger. It sparked conversations about digital well-being, challenged assumptions about screen time, and gave families the tools to take control of their connected lives.
Watson helped shape that journey. From deep research to strategic messaging to full-scale brand execution, we positioned Circle not just as a device, but as a trusted partner in the modern parenting experience.
"Matt and his team significantly contributed to the clarity and focus of Circle's purpose and platform for innovation with Disney. They conducted a thorough primary research study in five cities across the United States, including Brooklyn, Orlando, Salt Lake City, San Francisco, and Portland. Their insightful findings led to a comprehensive overhaul of our technology offerings, market positioning, and communication strategy. Thanks to their innovative ideas and strategic approach, we were able to align our technology with various national parent groups, win several awards, establish a partnership with Disney, and secure a major deal with T-Mobile. While many marketing agencies have a good understanding of the world of marketing apps, the team at Watson helped us market something much more meaningful: a movement towards building stronger families and empowering parents and children to make informed and healthy choices."
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