Parents as Teachers //
Parents as Teachers //
Opening New Doors
A powerful rebrand campaign to empower parents everywhere
ECD: Lynn Ullman
Art Director: Jordan Bauer
ACD, Copy: 👋
With a global affiliate network and research-based curricula, Parents as Teachers is a recognized leader in early childhood development, but the brand had become stagnant over the years.
Brand Messaging
As part of our branding process, we got to the heart of what the Parents as Teachers brand stands for and what it has to offer its many audiences. We delivered a set of brand messaging, with a unique and ownable brand promise at its center, that clearly articulates the lasting impact of Parents as Teachers. These elements form the foundation for all the brand’s written communication, ultimately creating a consistent message across the brand’s international presence.
Broadcast Spot
With all this momentum behind Parents as Teachers, we needed to find a way to get it to the masses. We strategized a multi-channel campaign aimed at raising brand awareness and celebrating the organization’s work with families around the world. The creative was inspired by the idea of opening doors — that every interaction with Parents as Teachers leads to bigger possibilities and brighter futures for young children.
Our campaign also called for a first for Parents as Teachers: a national TV spot. We produced a 30-second piece that serves as an intimate, cinematic look at the journey of parenting and how Parents as Teachers can make it all the more rewarding.
Print Design
With the new brand established, it was time to execute it across all touchpoints. One of the most important tools for Parents as Teachers is an informational booklet, distributed globally to all families interested in partnering with the organization. We revamped that booklet with copy and visuals that simplified the organization’s complex message and created an emotional connection with families.
