Kid Vantage
After 32 years as Eastside Baby Corner, the organization recognized that its name no longer encompassed its expanded mission and reach, which now helps children from birth through age 12 across multiple counties in the Pacific Northwest. KidVantage helps children have what they need to grow, play, learn and thrive. They provide essential care, safety and health goods for children who are experiencing the stresses of economic insecurity, systemic inequities or family disruption.
Strategic Rebranding Rooted in Purpose
We partnered with the team to lead a full rebranding and brand strategy initiative, culminating in the new name—KidVantage—and a vibrant identity that better reflects their commitment to providing essential resources to children and families in need. We performed stakeholder interviews, market research, and group brainstorming sessions to determine what we wanted to change and how to do it.
Crafting a Symbol of Hope
The refreshed logo for KidVantage features a dynamic human figure reaching for a star—a visual metaphor for the organization’s mission of helping children reach their full potential. The vibrant teal and orange palette was chosen for its energetic and inclusive tone, while the bold, rounded lettering communicates stability and optimism. Through stakeholder interviews, market research, and creative workshops, we explored dozens of concept directions, iterated on form and proportion, and ultimately co-crafted a logo that aligns with KidVantage’s expanded scope and brand vision.
A Digital Home for a Renewed Mission
Following the rebrand, we designed and developed a new website that serves as a dynamic platform for community engagement, volunteer coordination, and donor support. The site features intuitive navigation, compelling storytelling, and clear calls to action, making it easier for users to understand KidVantage’s impact and get involved. At the end of the process we had a cohesive brand and digital presence that positions KidVantage for continued growth and deeper community impact.
