Brand Identity

Plaîs Parent Concîerge Program

Brand Identity

This project introduced the Plaîs Parent Concierge Program, a premium sub brand designed to support modern family life through thoughtful, time saving services that extend the Plaîs offering beyond the classroom. The brand identity was developed to remain cohesive with the established Plaîs brand while forming a distinct and recognisable presence of its own.

Role & Scope

Role: Brand identity research and development, collateral design

Collaboration: Branding elements including logo, colour palette and typography, and service guide with one colleague

Deliverables: Style guide, 12 icon suite, signage, social media post, flyer and service guide

The Challenge

The challenge was to create a service led, lifestyle focused identity for the Plaîs Parent Concierge Program while remaining clearly connected to the Plaîs parent brand. While new colours were introduced, the primary colour needed to remain consistent with Plaîs, requiring a careful balance between distinction and cohesion. A key risk was brand disconnection, so the identity needed to clearly communicate premium, practical support and position the program as a seamless extension of the Plaîs offering.

Design Approach

The design approach focused on creating a distinct yet connected identity for the Plaîs Parent Concierge Program. Colour exploration centred on pink and teal, with teal selected for its more sparing use within the parent brand, allowing differentiation while maintaining cohesion.

Selected Work

Brand Guidelines

Servîces Guîde

Outcome & Impact

The Plaîs Parent Concierge brand identity extended the Plaîs brand into service offerings that parents could easily recognise and engage with across both printed and digital touchpoints. By reinforcing Plaîs’ premium positioning, the identity became a key point of differentiation from competitors, supporting stronger brand recognition and parent confidence.

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