WeCare Child Care Center

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Future in your eyes

WeCare is a child care center established 10 years ago. As it was expanding service, it needed a new brand identity to differentiate itself from other care centers and to communicate with young parents.

WeCare has been enjoying a good reputation among the parents and the local communities. In focus groups, we found that parents praised WeCare for that kids there were more likely to self-learn happily. So we integrated the founder’s vision of “age-appropriateness and individual-appropriateness” and customers’ reviews to come up with a key message was created: “ Future in Your Eyes” as to highlight kids’ eyes full of curiosity and hope, and to state parents’ wishes to give their kids a bright future.

Logo Design

The designer especially incorporated kids’ smiles and eyes on the letter “e” to present the hopeful atmosphere of the brand. Also instead of using vector lines, hand-drawing outlines were applied to imply kids’ natural personalities. The logo thus created an overall look of joyfulness and appropriateness that fit its brand values and vision. We also named the hand drawing as little monsters, which echo with parents’ bitter-sweet and fun imagination when raising their children.

Application Design

The logo was followed by a comprehensive visual system. The color palette was composed with orange, blue and yellow, to picture the image of kids running happily under the blue sky. In terms of function, orange is for baby care, and blue is for child care, to distinguish two departments.

The vivid colors and the drawing were applied to office supplies. For contact books, the baby care one was an image of parents taking care of a baby, On the contrary, for child care one, the cover was left with blank space for kids to stir kids’ creativity with the printed eyes.

Uniform Design

For uniforms, we transformed the clothes into little monsters. The monsters were friends to the kids. The pockets, as monsters mouths, were filled with stationery and necessities. Children could also decorate the uniforms to show their expressiveness.

Visual Extension

The identity was also applied in the interior. The shapes of little monsters were undefined on purpose. Each monster was different and the kids were encouraged to create their own stories to the pictures. When it came to holidays or festivals, the teachers could also use the little monsters as teaching materials to decorate the classrooms accordingly.