ABOUT

KinderCare is the the leading private childcare provider in the US. Our challenge was to create a new brand identity that captured the emotion and incredible value behind an organization that helps support parents and families of every kind. At the same time, we had to ensure that our design would resonate across a broad set of audiences - teachers, children and families, KinderCare employees, as well as businesses that are looking to offer onsite childcare for their employees.

A business built on care and emotional connection, we wanted to capture what happens in the KinderCare Learning Centers every day, so we consulted a very special group of experts - our resident Design Bridge kids! Through a live painting workshop, these children helped us see the potential of a system of parts that allows for limitless self-expression, discovery and learning through play.

Our new brand identity for KinderCare uses colorful building blocks inspired by the shapes found in its distinctive bell tower logo to create dynamic new images, conveying the limitless imagination and potential within each child that KinderCare cares for. It's a playful system that can be used by small and big hands alike to explore the infinite possibilities and sense of discovery that are core to the KinderCare brand.

Launched to coincide with KinderCare's 50th anniversary this year, the new identity is currently being rolled out across KinderCare's nearly 1,400 learning centers across the country.