Brand Development
Overview:
Rainbow Child Care was a provider of early education and care services, with over 150 centers across 16 states serving over 12,000 families. In 2016, the company underwent a full brand refresh, except for the logo. The company was sold in 2019.
Challenge:
Revitalize a 20-year-old brand while preserving its core values and establish a comprehensive brand system that can be easily adapted at the local level without ongoing support from the corporate office.
Solution:
Re-imagine the brand with a fresh and modern look.
Create captivating slogans and messages.
Foster engagement to build relationships naturally.
Brand Shift:
Clean --> Welcoming
Safe --> A caring culture
Great facilities --> consistently great experience across locations
Curriculum focus --> Focus on all aspects (academic, emotional, social, physical)
Home away from home --> Comfort, community, professionalism
National footprint --> Part of a large network, community feel
Results:
The brand refresh was focused on creating excitement through photography, using images to evoke emotions, stimulate interest, and encourage engagement. The templates and updated print software effectively combined functionality and creativity for local field managers.
