Saturday's Childcare


Building a brand for a different style of family support

Saturday’s Childcare works with schools and families to provide a wide range of support services for  children with additional needs and disabilities. It was set up by a mum who was having trouble finding the right childcare support for her own child. She was very clear from the start that she wanted her company to have a very different feel to existing family support services. Something that appealed to parents in a positive way as a friendly face rather than another daunting bureaucratic service.

The colour palette was to be bright and a range of illustrations would be used rather than photographs of children. Overall everything would be optimistic and not dwell on or highlight any specific disabilities.

Initial Concepts

We started off with a range of initial concepts exploring styles of illustration, typography and colour palettes. We explored friendly styles inspired by children's picture books and clothing ranges.


The client liked a combination of different ideas - an illustration style from one, a palette from another - and we moved on to tighten up the logo variations and create a range of illustrations that would communicate the various services without relying on stock photography.

saturdays childcare logo

The Brand

This is a small start-up so the brand is still developing with the business, but they have a lovely fresh, eye-catching look and feel to get them going. It is flexible and expandable and will hopefully appeal to their clients as much as it appeals to us. To find out more about Saturday's Childcare, please visit their website at