Challenge: in 2016, Affinity Education Group set out to consolidate its portfolio of childcare centre brands. Milestones was selected to undergo rejuvenation with a view to relaunch it as a key flagship brand. The brand needed repositioning to define its unique offer, and set it apart in a competitive category.

Solution: After successfully pitching to win the business, we repositioned the brand around its commitment to each child’s individual journey. We developed the strapline “Celebrating every stage” and brought it to life through a bright, playful visual identity with 'celebration' at its core. The brand has since gone on to thrive, expanding to over 130 centres nationwide.