In September 2017, universal free childcare doubles to 30 hours. This presents childminders with a huge business management challenge. Business Smart is an online business toolkit for childminders created by the Professional Association for Childcare and Early Years in association with Lloyds Bank. It helps new childminders gain the business skills they need and supports all childminders in reviewing their commercial sustainability in the context of the increase in free hours.
Colourful developed the name, visual identity, promotional print collateral and digital assets. It was important not to alienate our audience with business imagery, we needed to make the toolkit feel relevant to them. The solution was to keep it vibrant with an emphasis on peer-to-peer content. The name and assets were created with social media campaigning in mind, creating a recognisable theme across different channels. Introducing a set of nine pictograms, we created a shorthand structure for all the topics in the toolkit.
“Colourful came up with a simple and effective design concept that enhances the PACEY brand and is a natural extension of it.”
Victoria Flint, Director of Programme Communications at PACEY
Brand strategist: Emily Penny
Creative director: Phillip Southgate