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Q: How can you raise our profile on a small budget?

Angle: Reinterpret the koru and plan carefully

Newmarket Childcare Centre is one of the few remaining full time, community-run childcare facilities in Auckland. With a very limited budget, the objective was to raise the Centre’s profile by designing an identity that reflected their values, portrayed a strong sense of community and was cost effective to produce.

A new interpretation of the koru symbol included child-like figures in a spiral formation. This captured the organisation’s values of 'child centred' and 'multi cultural,' whilst depicting the importance of the community and a child’s mental and physical growth.

The resulting brand helped to create an over-subscribed waiting list and improved their visibility in the community.