Seedlings & Co

For Australian parents, choosing an early childhood learning centre is a nerve-wracking decision. Often, it’s the first time that children are being regularly entrusted to others, and their first baby-step into childhood education. The quality of educators, facilities and teaching methodologies come under scrutiny, as does the safety of the child following a series of shocking incidents across the country.

As an emerging player, Seedlings & Co had grown to 4 schools across Queensland, with several more on the way. With more and more choice and confusion for parents, Seedlings & Co wanted to firmly establish their unique positioning and value to attract the right parents and children to their centres.

Research into the category found a growing trend in parents to value play-based learning and outdoor spaces and activities, along with the more hygiene factors of convenience, quality of teachers and facilities.  We also found that parents exhibited a high degree of churn - with up to 23% having changed their education provider in the past year.

Seedlings & Co had built their reputation for their high quality outdoor “bush kinder” offering and had even won awards for their Outdoor Education. They were closely engaged with the local cultures and communities, and proudly exhibited innovation in their teaching approaches.

We landed on the secret sauce of “explorers by nature” to encompass the embrace of new ways of learning. And proudly appealed to parents and kids with a passion for exploration, rather than trying to be for everyone.

A suite of brand design and communication assets and guidelines for social media followed, enabling Seedlings & Co take on their next adventures with confidence.