Capturing the wildhood of childhood

Una

Sippy Downs Early Learning Centre, a visionary up-and-comer in the childcare space, recognised the need for a brand shake up. With ambitions to expand their locations and offerings, they needed a fresh brand identity to better represent their evolved purpose and story. They also needed the freedom of a name that wouldn’t tether them to a specific location.

Through a comprehensive research phase, we unearthed the notion that fast became the brand’s beating heart: Rewild childhood. This idea captured the brand’s MO of approaching early education in a way that embraces nature, community, holistic wellbeing, and ‘wildhood, not childhood’.

Nurturing agency

A term used in environmental conservation, rewilding is intentional effort to return nature to its vibrant, natural state — ‘intentional’ being the key word. We realised this concept through a visual identity geared around bringing a curated edge to a wild heart.

Meet Una

Meaning ‘in this place, together’, the new name breaks away from category norms, encouraging families to perceive Una not just as childcare but as a community, philosophy, and way of being that flows into their homes and lives. Channelling the brand’s focus on individuality, we developed a distinctive wordmark that shows an artful touch through its intentionally imperfect letterforms.

The digital experience

Understanding that exceptional word-of-mouth had already filled their waiting lists, Una sought a centralised online hub where families could easily register their interest. In response, we crafted a cost-effective website using our Made builder. The new website not only encapsulates the brand’s core philosophy but also offers the scalability to easily incorporate new locations as the business expands.

Industry
Early childhood education and care
Client
Evans Long

Services
Brand positioning
Brand strategy
Naming
Messaging
Logo
Visual identity
User experience (UX)
User interface (UI)
Website development

The entire Driven brand team was involved in the project from the get go, and the benefits of this shows in the quality of the finished product. They immersed themselves in the Una way through site tours, meeting with our centre educators, team workshops, and seeing how all our staff interact with the families. They really understood our brief, and the ethos we were aiming for. The Driven team then went on to develop a brand and identity that absolutely embodies ‘Una’.

Matt Evans – Founding Partner, Evans Long