We immersed ourselves into the brand and immediately felt the love, expertise and passion at the core of what they do. But this wasn’t being conveyed into their visuals. Visually the brand felt neutral and anonymous, taking on a more functional approach to childcare rather than focusing on the fun and emotional side of things.
To make Busy Bees the first choice of childcare for parents, we had to reposition them. We wanted the branding to convey a nursery full of possibilities – to learn, grow and have fun.
Busy Bee’s approach needed to be personal, with a philosophy built on the recognition that not one size fits all. Childcare needs to be fun, so we began using irregularity playful, irregular shapes that soon became the foundation of the brand’s visuals, from the graphic language and composition to campaign and film.
To create an environment where childcare is fun, we developed a series of illustrated characters, affectionately named Bumble, our non-binary bee peppered the nursery experience with moments of fun and warmth. Bumble radiates confidence to parents that is endearing to children to see the brand as a bit more fun and welcoming than what you would usually expect from a childcare setting.