Brand

In 2006, Kidville was a single 20,000-square-foot flagship on New York’s Upper East Side with a brand experience families loved. Over the next 14 years, I helped capture what made that original location special and turn it into a repeatable brand system that could scale across 40+ locations worldwide.

Franchising created a unique challenge: how do you give every owner the tools to execute the brand consistently while still creating something that resonates with the parents in their local community? I built the Kidville Brand Book from the inside out, codifying our mission, Commander’s Intent and values, then connecting them to how we served families, developed our teams and brought the brand to life across classes, birthday parties, camps and events.

From that foundation, I created a visual and collateral system designed to scale. That included iconography by business unit and customizable marketing for everything from class schedules, birthday party menus, preschool and summer camp to postcards, business cards, stickers, name tags and in-store installations.

The goal wasn’t simply consistency. It was to make the Kidville experience recognizable and repeatable wherever we opened the doors.