The seedling. Representing growth, though nurturing, provides the correct healthy environment for development.
FHCC brings together care providers, who are willing to provide safe, high quality, childcare in their communities, and families seeking affordable, regulated, flexible and home-like childcare options for their children.
Challenge
Family Home Child Care (FHCC) was introduced in the province in the 1980s. There are 14 agencies across Nova Scotia that are licensed by the NS Department of Education and Early Childhood Development that operate as either family resource centers or licensed childcare facilities.
FHCC is an alternative to licensed childcare and offers a smaller setting with childcare provided by one person in their home for a maximum of 7 children including their own. This allows single parents or grandparents an avenue for self-employment while being able to provide childcare for their own child.
Solution
The FHCC program needed its visual style and logo to be used by all the licensed agencies in order to be recognizable and distinguished from other possible similar entities. Collateral included would potentially include document and branding templates for further use by the FHCC agencies.
The main challenge, seven agencies are expanding to new areas where they are not yet known. A brand was required to flagship towards a broad knowledge campaign. Parents, grandparents, or guardians with their own children who are struggling to find care, looking for an opportunity to stay with their own children and earn money. At the moment, 100% of approved CPs in the province are women.
Visual identity conveys a supportive environment. Relationships between caregivers and children are based on trust, as all figures are supported and exist within a shared circle of belonging suggesting comfort and warmth. A safe, secure space for a family, a place of activity and shared experience. A place of respect and belonging as figures face one another for comfort from their caregiver without race or gender specifically presented.
