| KU Children's Services
2009 REBRAND 100 Winners > notable
Industry/Sector: Institutions/Non-Profits
Enterprise Rebrand
Country Base: Australia
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - Childcare
Challenge - Childcare in Australia was becoming more competitive with an increasing number of private service providers. KU Children’s Services is the original and oldest not-for-profit provider and needed to stake a new claim and differentiate itself in the changing marketplace.
Strategy - The KU audience is all parents and grandparents of pre-school children - an audience that really values the heritage and not-for-profit status of KU. Part of the strategy was to include ‘since 1895’ in the logo to remind people that KU are the original and the best. We also chose to make a feature of their not-for-profit status including this at the base of all collateral.
The design solution purposely does not feature children on the front of collateral, to differentiate KU from it’s competitors and achieve stand out. Instead, we focused on the outputs of the KU philosophy of ‘play centered learning’. We featured actual artwork from KU children as imagery on front covers, and developed background textures of playdoh, sand, felt and tissue paper to use as a supporting graphic device. All images of children absorbed in play are reserved for the internal pages of KU collateral.
The new logo design is based on coloured wooden building blocks similar to those used in actual KU centres.
Result - A new logo, visual identity, collateral, signage and uniforms. As the brand has just been launched it’s still too early for quantifiable results. Overall, the new brand has achieved fantastic buy-in from stakeholders including KU parents.
Credits:
Client: KU Children's Services - www.ku.com.au
CEO: Sheridan Dudley
Brand Strategists/Designers: Principals - www.principals.com.au
Creative Director: Simon Wright
Design Director: Graham Barton
Senior Designer: Nigel Macquet
Finished Artist: Dean Varndell, Hayden Mathys
Director: Sandy Belford
Project Director: Maeva Freeman
Project Manager: Kate Ellsworth
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