Maxomedia repositions Bern daycare centers
In the agency pitch, Maxomedia won the contract to reposition the City of Bern’s daycare centers and after-school care programs and was subsequently commissioned to create the new brand identity for the municipal facilities.
The introduction of childcare vouchers in January 2014 has significantly changed the daycare landscape in the city of Bern. Since then, it is no longer the daycare centres that are subsidized, but the fathers and mothers. As parents can now choose the right company themselves, the city's daycare centers needed a communication concept that shows their strengths and solidarity. The new image strengthens the local connection and positions the city of Bern as a friendly sender: Thanks to the broad coverage, every family can find a municipal daycare center in their immediate vicinity. In addition, the high quality standards ensure an atmosphere of safety, security and reliability. Children feel at home in the daycare centers of the city of Bern.
This closeness and familiarity were the basis for the new look. Therefore, no scenes were staged for the imagery, but natural and real moments from daycare and daycare life were captured. A strong recognition symbol was also designed. This shows a playful use of the Bernese coat of arms colors and two footprints, because the daycare centers and daycares accompany the children on their way to adulthood and leave their mark. The advantages and values of the municipal companies are also communicated through the new naming, the claim and the revised, user-friendly website.
