(01) Project Overview
Client
Childhood Journey
Sector
Education
Services
Brand Strategy · Content Creation & Copywriting · Brand Identity · UX & UI Design · Website Design · Website Development
Engagement
Storm Grow™
Location
Riyadh, Saudi Arabia
Website
(02) Challenge
Earn a parent’s trust
Choosing a nursery is one of the higher-stakes decisions a parent makes, and it is made with very little hard information. Most nurseries present the same photographs, the same reassurances and the same vocabulary, so a parent comparing options online is choosing between near-identical impressions. Childhood Journey had genuine substance behind it, and none of it was stated in a way a parent could evaluate. Unstated substance is worth nothing at the comparison stage.
(03) Decision
Build on existing equity
The position
The strategy was built on the teaching the nursery already delivered rather than on aspiration. The name was kept and everything was rebuilt around it, because the equity was real even if the brand was not carrying it.
The consequence
Everything had to be legible to a parent unfamiliar with Montessori. The structure follows the parent decision path, not the organisation chart, and the identity stays appropriate to early education without becoming childish.
What was built
- Vision, mission and brand promise defined around four core values
- An identity appropriate to early education without becoming childish
- Bilingual content answering the questions parents ask before enrolling
- UX structured around the parent decision rather than the organisation
- The Montessori curriculum made legible to parents new to the method
How it launched
The bilingual website went live structured around the enrolment decision, handed over for the nursery to maintain.
(04) Impact
A nursery that can now be evaluated online, not only recommended in person.
(05) Client
Sherin Marashi
Director, Childhood Journey
