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Brand strategy • Identity • Web development

The University Preschool and Child Care Centre (UPCCC) is a community-based, not-for-profit child care centre located on The Australian National University (ANU) campus.

 

The challenge: UPCCC has a more than 50-year history of serving the ANU community. Nestled by the shores of Lake Burley Griffin, the centre is surrounded by nature and 'feels like home'.

 

In an increasingly crowded childcare market, UPCCC needed to position itself to compete against larger, commercial centres nearby, as well as other not-for-profit centres on campus. 

The brief: Take the centre's 50-year-old, parent-made logo and create a new brand that captures the centre's sense of community and authenticity, reflects their progressive approach to education, celebrates the centre's strengths, and stands out in the childcare market.

Create a contemporary and easy-to-navigate website that celebrates the centre's history and community, and reflects their professionalism and excellence without feeling corporate or commercial.

University Preschool & Child Care Centre

Our work

 

We developed a brand that captures the sense of joy, belonging and authenticity every parent and child feels when they visit the centre.

The logo, colours, illustrations and shapes chosen for the brand reflect UPCCC's unique location and facilities, centred on nature and play. The brand strikes an important balance between playfulness and professionalism.

UPCCC brand guidelines
We developed a robust photography brief to ensure the centre's points of differentiation were showcased. The photos bring the brand and website to life by reflecting the children's sense of wonder and creativity, human connection, and the sense of space and greenery.
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We developed a contemporary, easy-to-navigate and informative website that answers prospective parents' key questions and gives them a sense of the centres' values, culture and facilities. Carefully placed calls to action encourage parents to take the next step in enquiring and enrolling. 

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