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  1. 2020


22 Street Lane – First steps for a new nursery concept

Category:Identity Design

Client:22 Street Lane

The challenge

22 Street Lane is an exclusive new day nursery for the children of typically affluent parents. Situated in Roundhay, Leeds it has ambitions to provide excellence in early years care and education for children between the ages of 3 months to 5 years. They needed an identity that was fitting of their aspirations.

The insight

Children are encouraged to learn through play and proximity to nature is an important part of the nursery’s environment. Equally, there is a strong focus on the learning journey of each child and the growth of the individual. Our marque seeks to capture this by representing the growth and development of the individual child and the close bond between children and staff.

The nursery turns its back on primary-coloured plastic and childish graphics, taking its cues instead from luxury resort branding to appeal to a more discerning clientele.

The impact

Within a month of initial promotion and its waiting list going live, it was already 85% full – something they had not expected, given the local competition and other nurseries opening in the area not being fully subscribed.