The Parent Education Company is an online learning platform that brings parents-to-be high-quality, interactive, empowering online parent education. Born during the Covid-19 Pandemic, it became clear that there was a need for a platform like The Parent Eduction Company that offers the ability for expecting couples to learn in a safe, online space.
It also became apparent that the demand for support is there, during a time where pregnancy could feel even scarier and lonelier than ever. Founded by an ex-midwife, their courses are developed and accredited by Midwives and Healthcare Professionals, meaning that their offering is high quality, trustworthy and based on the latest evidence-based research.
I worked closely with Founder, Emma to establish the brand strategy and visual positioning before developing the brand identity to launch within two weeks (due to the Pandemic and the increasing need for an online learning space). We established that the brand positioning should be the perfect balance of professional but with a strong personality and playful touch. Ensuring it appeals to grown-ups but with a hint of childlike light-heartedness to make it feel fun and engaging.
The current market for Parent Education is limited and focuses on the two market leaders, one of which is the NHS antenatal classes. Visually, the current market lacks personality and engaging visuals that are going to grab the attention of tired, time poor and potentially overwhelmed parents. We wanted to create a brand that stands out, feels empowering and gets parents excited about parenthood with information they can trust.
It was clear that there was a huge gap in the market for a brand that speaks to new parents in a grown-up way but also feels appropriate for the baby and early-years market and that is visually a bit more fun and engaging than what’s currently out there. It was important to establish a brand that felt as if it had easy, digestible information that is laid out in an accessible and approachable way that makes people want to learn and not just feel like it’s another thing on their to-do list.
The concept behind the identity is rooted in the idea of nurturing and protecting. It draws on the idea of pregnancy within the logo as a symbol of protection, nurturing and care. The brand mark is simple and reflective of this idea of security and assurance. The idea is that The Parent Education Company looks after you, and you in turn look after your baby. It also nods to the idea of long-term support and care, and that we are here with you on the journey from birth to parenting. The identity is bold in its applications, yet uses a pastel colour palette to soften it and bring a nurturing edge. It is serious and appeals to adults, yet draws on the childlike playfulness that will help The Parent Education Company to stand out in the market.
For the launch, the primary platform we utilised was Instagram. Being an online learning platform, it was important for there to be a space online that people can go to get an insight into the brand and feel as if they have an understanding of it before signing up to the courses. It was also important to help create a sense of community around the platform, particularly to parents who may be feeling isolated or seeking social interaction.
The branding for The Parent Education Company was launched within three weeks from the brand discovery phase, to launch. It launched on Teachable and saw sign ups within the first day.