Brand and visual identity for a charity's new non-profit childcare brand.
RAFA, the Royal Air Forces Association, is a membership organisation and registered charity that provides welfare support to the RAF Family. RAFA Kidz is their new non-profit childcare brand.
It’s been a pleasure working with IE on branding the RAFA Kidz project. They understood our brief straight away and developed a fresh, exciting look and feel that maintains the core elements of the RAF Association brand while creating a fun, vibrant sub-brand that would appeal to parents and children. Working to tight time-scales, the team at IE really put us at ease throughout the project, as we knew the design work was in safe hands.
Brand Marketing Manager, Royal Air Forces Association
Before we landed
RAFA were looking for a new creative agency to support their communications plans, which range from member recruitment and renewal campaigns, to promotions for services including Wings Break hotels, befriending, and sheltered housing.
The challenge we were set
As RAFA’s new creative agency partner, one of IE Brand’s first projects was to create the new brand for RAFA Kidz, their not-for-profit nurseries that deliver fun, affordable and nurturing early years childcare in a welcoming environment.
This is a new service being rolled out by RAFA, in response to evidence that access to childcare is a key welfare concern for serving RAF families.
The difference we made
IE Brand created a new parent and child-friendly brand for RAFA Kidz that feels very much a part of the RAF family, while being distinctive enough to stand out among the many other RAF sub-brands.
The new brand was rolled out across signage and uniforms for the new nursery, parent info packs, stationery and a new website.
IE created a set of mini brand guidelines to ensure consistency across all of the new nursery locations.
The first RAFA Kidz nursery opened at RAF Odiham, Hampshire in June 2019, with plans to roll out several others at RAF stations across the country.