NDNA is a hugely successful national charity that provides support, information, advice and guidance to the childcare, early years and nursery sector.
As a lobbying voice for the sector and a driving force behind the care and learning provision for children nationwide, NDNA felt that their current brand identity needed a refresh. It had been in place since 2005 and as the business evolved it became clear that it was not reflecting them as people or the strategic vision for the NDNA to be the membership organisation of choice for early years. It needed to be a brand and proposition that demonstrated their drive, passion and forward thinking approach.
The process started by working from the inside, working with key stakeholders in the business to really get to understand what NDNA was about, and how it stood out from the rest. Using our famous Brandschool® process we immersed ourselves into the business and ran aworkshop to gain insight and understanding.
It was clear that there needed to be a balance of corporate and charisma. Something that was fresh, strong and sustainable and which could stand out in a crowded market.
The new brand identity, hierarchy, colour palette and positioning copy have been received extremely well by everyone. The brand has ultimately provided NDNA with the identity, messaging and personality to resonate with members, non-members and even parents. It reflects them as people, it is relevant to the audiences and with a strong strapline of ‘brighter thinking for early years’ it positions them as a leader in the sector now and in the future and underpins the brands ethos and vision.
Julie Ingham, Head of Marketing