The After School Klub (TASK) are one of the fastest-growing providers of child care services for Australian school kids.

The challenge

Due to their rapid growth, The After School Klub (TASK) hadn’t invested in their brand. As a result, their communications, marketing material and web site were all in need of an overhaul. Despite the business priding themselves on doing things differently, TASK looked and sounded dated, stuffy, and inconsistent. Their web site wasn’t optimised for mobile, and lacked a clear navigational hierarchy making it difficult for users to locate key information and forms.

The brief

Define a basic brand framework, then use this to articulate a new tone of voice and visual identity. Once complete, use the new brand as inspiration to write and design a new web site, and key marketing templates.

Our approach

We kicked off the project with a series of workshops to define the scope of work.

Next we conducted more workshops with TASK’s management team to define their brand strategy. We also used these sessions to define TASK’s unique selling points.

Using this as inspiration, we developed a series of prototypes that indicated our intended direction. Each prototype included exemplars of how the final brand would look and sound.

From there we put it all into an easy-to-read pack that TASK could use in future with their own internal design team, or outsourced agency.

Because the team were going to publish the site themselves, the first task was to find a suitable CMS that was easy to use, yet still managed to satisfy all our design requirements.

Next we held further workshops where we defined some high-level wireframes that demonstrated the intended customer experience, navigational structure and general content plan for the new site.

From there we created a hi-fidelity prototype that showcased the visual design.

Once complete, we then re-wrote the entire site to ensure it best incorporated the brand, USPs and was SEO optimised.

Lastly, we held some sessions with their internal marketing team to help them self-publish the site in future.

The result

We delivered an all-encompassing new brand and web site — laying the foundations for TASK to grow even more in the future.