DESIGN CRAFT - INTERNATIONAL
Illustration for Design (2021)
DESIGN CRAFT - INTERNATIONAL (Illustration for Design)
Kindercare - Kindercare
America’s leading private childcare and early education provider
|Product:||America’s leading private childcare and early education provider|
|Entrant Company:||Design Bridge|
|Creative Director:||Jemma Campbell|
|Designer:||Mark de Rose|
|Notes:||As America’s leading private childcare and early education provider, KinderCare brings joy to 165,000+ children across the US each day. To celebrate the 50th birthday of this incredible institution, our New York Studio were tasked with crafting a refreshed visual identity for KinderCare, delivering on their positioning of "Confidence for Life" through a distinctive and emotional narrative.
Our challenge was to capture the incredible value behind a brand which has helped support parents and families of every kind across the US for decades, ensuring our designs would resonate with broad audiences including teachers, children and their families, KinderCare employees and businesses looking to offer onsite care for their employees.
At the heart of our brand refresh was the idea of imbuing the brands illustration style with the sense of discovery and joy during a child's development, so we enlisted the help of some experts —¬ our resident Design Bridge kids — for a live painting session. Through this, we saw the potential in creating a design system of parts, which allows the limitless self-expression of those who use it to shine. This insight led us to take KinderCare’s sole distinctive brand asset — the bell tower logo — and draw from its inherent shapes. The result is a playful system of building blocks and free-hand marker pen lines which provide endless creative possibilities, for big and small hands alike.
We designed five simple geometric 'building block’ shapes that can be 'stamped' together to create impactful ownable imagery, whether in illustration, photography or real life. Once the building blocks are pieced together, a simple marker pen doodle can be added to create more approachable, less corporate, assets. Our illustrations have become an iconic, playful style that can be used by KinderCare’s in-house creative team, center staff, and even the kids for years to come…
Jeff Spiegel, CMO of KinderCare, has commented that our bold new illustrations for the new brand identity go beyond what the category has ever seen, leveraging the emotion behind a brand that continues to put hard working families at the heart of everything they do.