Brand positioning, naming, corporate design and advertising material

Outgrowing the children's shoes

The new website of the non-profit organisation profawo is colourful, cheerful and eye-catching. The compatibility of family and work - from childcare to care for relatives - is at the centre of the offer. Positioning, naming and rebranding are fully aligned with this important social mission.

profawo - a new brand for Childcare Service

Originally, Childcare Service mainly offered childcare. Over the years, the portfolio has expanded to include all aspects of reconciling family and work. Today, Childcare Service is a holistic partner for all kinds of care situations. A development that is reflected in the new brand profawo.

profawo (pro Family and Work) positions the association according to its broad range of services and clearly expresses the compatibility of family and work. The positioning, developed in joint workshops, provides orientation for employees and families. The strong, already existing Kids & Co brand is integrated into the new brand identity. The colourful, varied colour scheme and snapshots of everyday childcare show the variety of services and the focus on the well-being of the family.




Brand structure


Logo design

Corporate design development

Visual world

CD Manual



Office templates

Exterior building labelling

Website Skinning

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