child360 | PART 1
Skills Utilized
Logo Design
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Visual Design
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Brand Design
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Copywriting
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Copyediting
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Photography
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Photo Editing
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Project Management
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Logo Design • Visual Design • Brand Design • Copywriting • Copyediting • Photography • Photo Editing • Project Management •
1 rebrand that birthed a revenue growth of $3 million.
100,000 children prepared for school and life.
10+ years of early education advocacy.
As their Senior Graphic Designer, I was proud to be a part of Child360's full-time Marketing & Communications staff.
During my first few years, the organization was still called LAUP (or Los Angeles Universal Preschool), and their primary focus was providing access to hi-quality early education for children all across Los Angeles County.
Preparing 100,000+ preschoolers for school and life is no small feat, so our team made sure to celebrate that in our marketing campaign and annual report, both of which I designed.
LAUP’s 2014 Annual Report, before we eventually rebranded to Child360.
For the marketing campaign, our aim was twofold:
1. Emphasize our impact by putting the 100,000 preschoolers statistic front and center.
2. Get the public to pronounce our name correctly, as some people incorrectly kept calling us "L-A-U-P".
For the 2nd aim, I was inspired by a slogan that designer George Lois wrote for TIME magazine: "People who have too much to read make time for TIME.
From George Lois’s 2012 book, Damn Good Advice.
And with that, I came back with this: "100,000 preschoolers — that's how LAUP lifts LA up."
With our two color logo (separating the LA from the UP in our name) and a punchy tagline to match, I set out to eliminate any lingering doubt on the depth of our impact, or how to say our name!
The LAUP marketing campaign: Celebrating 10 years of quality early education and 100,000 children prepared for school and life. Campaign photography by David Zaitz.
As positive and catchy as LAUP's name was, it eventually turned out to be a bit of a stumbling block once we started expanding our services outside LA County. So, as the organization grew and we broadened our influence, our brand needed to reflect that.
Lifting up the whole child — not just academically, but also their socio-emotional development — meant taking a 360-degree, holistic view of their well-being.
And thus, Child360 was born!
Along with giving the organization their new name, I also updated their logo and created a new style guide. Because this was less of a drastic revolution and more of a natural evolution, it was important to retain some aspects of the previous logo while communicating to our audiences that something new was happening with us.
First, given the 360 in our name, and our 360-degree approach to uplifting young children, I created the logo entirely out of perfect circles (which are 360 degrees). Second, I simplified the typography and introduced some brighter accents into the color palette.
Combined together, all these elements gave the new logo a more visually-pleasing, modern, app-friendly look:
The first elements of the new Child360 brand - logo, color palette, typography, and stationery.
After we launched the new brand, the absence of LA in our name freed Child360 to expand its business lines and market our services outside LA County, which brought in a revenue growth of $3 million.
Not bad for an organization that had already established itself as a trusted early education leader!
Branded flyers, spreads, web banners, and social graphics promoting Child360’s services and initiatives.
To keep the momentum going, I continued thinking of how we could stand out even more from our peers and partners. What was the best way to crank the charm up to 1000, and bring some long overdue prestige and respect to the field of early education?
Among other things, that required a completely new approach to how we created our visuals, which you can read more about in Part 2!