St George's Childcare


St George's reputation for caring for children is second to none, however it was clear their branding had been neglected for some time. So, when we were invited to take a look at their branding, naturally we jumped at the opportunity.

Creative challenge: To develop a new brand identity to:
• Better reflect the new Ofcom ‘outstanding’ status
• Better engage key audience targets (parents, carers, staff, commissioners, stakeholders)
• Leverage the outstanding rating, reputation, ethos, attitudes and childcare knowledge

To fully understand existing perceptions, Black Bug held a workshop and engaged with parents and carers directly to discuss the brand. This invaluable insight formed the basis for subsequent creative exploration.

The results you can see below. A complete overhaul of the existing brand identity, a comprehensive set of brand guidelines to inform how to engage through web, video, print, and other channels.

For more details please email

CLIENT: St George's Childcare
WEB DESIGN: See Think Do
COPY: So What If

Thanks to Black Bug we can now be as proud of our branding as we are of our childcare.
— Morgane Glew | St George's Childcare | Business Manager