I was enrolling my daughter in the preschool/daycare program at Kid's Company in Waukee when a conversation turned into a perfectly-timed project. The Waukee location carried a great reputation and had been in business for 20 years, but the opportunity to expand and open a second, larger location had just come up — this time in Clive. The owner expressed concern that while she was confident in their program and staff, she was NOT confident in their current look. She was ready to rebrand, but didn't know where to start. "Oh, you're a graphic designer? Perfect."
After a few rough sketches and conversations about which direction to go, it didn't take long to create this fun brand. We went away from the predictable primary colors, and I put my illustration skills to work. It was extremely important that the logo conveyed a fun, kid-loving attitude. The rough, uneven, typeface used in the company name balances the clean, smooth font used in the supporting text for a professional feel. The biggest challenge was to create a timeless, non-gender-specific, fairly generic "kid," who looked happy and smart. In addition to the main logo, I illustrated a "tagline" consisting of 4 simple words that were important in their curriculum: Learn. Play. Create. Grow.
As Kid's Company opened it's second location, a few additional pieces were designed. Monument signs were installed at both locations. We printed business cards with a variety of mix & match backs, using fun colors and patterns. We updated enrollment forms, and created a pdf 11x17 poster that could be printed on demand and hung in nearby office buildings if and when they needed to advertise.
