After being “Chantilly’s best kept secret” for more than twenty years, Westfield’s Play and Learn Child’s Center was in need of a total brand overhaul.
The challenge was multi-fold. TriVision needed to arrive at a more suitable name, but preserve the brand’s equity and reputation for excellence, Additionally, we needed to execute the brand strategy in such a way that the spirit and appeal of Westfields Play and Learn was retained, even as we shifted the public perceptions of the business from a daycare center to a true childcare center and tutoring service.
TriVision undertook a total brand reconstruction, starting with a name change. From a well researched and extensive list, the Center selected ImaginNation Learning Center and the the tag line Explore, Experience, Engage — choices which they felt captured their core mission and values.
To illustrate their new brand image, TriVision wanted a symbol that was both playful and iconic; we created a purple and orange giraffe! We then featured that logo on all of their brand collateral, including business cards, brochures, folders, and handbooks.
TriVision also created an ImagiNation website that captured the true essence of the brand. The website is the primary vehicle for disseminating information about all ImagiNation activities and childcare service offerings. The site also attracts prospective clients who are searching for a reputable, high-quality childcare center and tutoring service for their children.
Recently, TriVision produced digital signage for the center. We handled every aspect of the project, including the interface design, equipment procurement, and equipment installation. The signage showcases the 12 classes — each of which has a mini-website that features its schedule and activities.
Since TriVision’s re-positioning work, enrollments at the ImagiNation Learning Centers have gone up significantly. Additionally, their goal of increasing their brand awareness was met — they’re no longer a well-kept secret!