Auckland’s network of 107 discretely named kindergartens needed to completely rethink its brand story in an increasingly competitive ECE market. Velocity’s comprehensive quant and qual study confirmed AKA’s need to build awareness and entrench a clear and cohesive point of difference with young parents.
We discovered a wonderful story just waiting to be expressed with passion – a story that can only be told through the authentic kindergarten experience offered by AKA. Kindergarten means the children’s garden; it is a place where young children can still go ‘out to play’ – free range – still explore, discover and get dirty, and grow in confidence. It’s where they are nurtured and guided in learning life’s essential skills, and in a manner that is entirely natural – through play.
The new visual identity celebrates the energy, creativity and joy that kindergartens bring to early childhood learning. And the new story tells of the children’s garden – a magical place, bristling with excitement, imagination and possibility.