In the past, NHM Youth Programs have had unrelated logos with no brand strategy. The goal was to establish Youth Programs as a cohesive sub-brand underneath the NHM brand umbrella, and visually communicate that Youth Programming is a continuum. From the youngest kids in Critter Club to the preteens in Nature Navigators, all the way to Adventures in Nature day camp (for all), there is educational programming for everyone at NHM.
A suite of color-coded logos was proposed, illustrated in a friendly style that related back to the overarching NHM brand. Instead of promoting the individual programs on their own, we suggested a Youth Programs Guide which listed all the programs and dates for the entire year. This meets our organization's sustainability goals, and simultaneously makes it easier for busy parents to understand the continuum of programming.
To separate the weekend programs from the day camps, we created a flexible brand system. Weekend program materials are color coded and never change. The Adventures in Nature Day Camps leverage an illustrated pattern (same style as the logos) that changes seasonally. This pattern is used on everything from t-shirts to web banners, and the flexible nature allows us to refresh the materials for each season's educational focus.
The client was thrilled with the sub-branding solution. Although they were initially worried that cutting down on the number of promotional materials (switching to a single Youth Programs brochure) would decrease attendance - that hasn't been the case. They've saved trees and money, and the Youth Programs are well-attended.
We received feedback that the Summer Adventures in Nature t-shirt (leveraging the new flexible pattern) was the kids and staff favorite, apparently of all time!