Creating a vibrant identity for a family-run daycare by building a cheerful world that both children and their parents love to be part of.
Sector
Professional Services
Services
Brand strategy
Brand identity
Website design & development
Print design
Signage & Wayfinding
Copywriting
Overview
When Grace’s Day Nursery, an independent daycare, needed a fresh rebrand, we knew that their long-standing history and reputation as a family-run business was what made them stand out in a crowded market.
Children are at the heart of the nursery, which meant for us that they would also play a huge role in our concept. With bold repeatable patterns and playful typography, we transported both kids and their parents straight into the colourful and engaging world of Grace’s.
“I can honestly say that we have loved the whole process of working with them, from them teasing out what the business meant to us all, to converting those thoughts and ideas into a new logo and brand. The Hideout were an absolute pleasure to work with, nothing was ever too much trouble for them and we are incredibly pleased with the end results.”
James Evans, Managing Director
Emotional connections
The starting point for the project wasn’t actually to look into the future, but the past. The daycare’s logo used to feature an illustration of a bear with a red scarf and while we loved the classic connotation of the teddy bear, the visual as a whole felt outdated. Over the years, the logo for Grace’s Day Nursery became a symbol for something much loved throughout, not unlike the real plush toy. By modernising the nostalgic bear we created something that is original and unique to Grace’s.
Alongside the logo, we created a versatile design system, both embodying the spirit of play. The structure itself is anchored in bold colours and playful typography, creating a visual identity that is both appealing and functional. We specifically looked for a typography set that was easily readable by the kids and decided on the typeface HeyWow for its rounded shapes and a sensible x-height, making it easily legible for kids.
Details with purpose
With its colour palette and patterns the brand guidelines have been designed to be easily adaptable, allowing for seasonal and event-specific variations, not only establishing a cohesive outward appearance, but also consolidating internal communication for the nursery staff. To bring in some of the playful imagination of kids into the grown-up world, we combined flat design elements with reportage-style photography creating an environment for both children and their parents.
We understand how busy life is and how emotional the process of finding the right daycare can be, so it was important to Grace’s Day Nursery to support the parents from the first official interaction. We recommended streamlining the admissions process and proposed an online application form that is user-friendly and integrates seamlessly with the new website. This made it easier for parents to enrol their children and for the nursery to manage applications.
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