Asquith day nurseries is undertaking a major rebranding exercise, with a shift away from a centrally-determined corporate image to one developed locally at each of the companys 112 settings.
Each nursery was given the opportunity to choose their own name and children have designed individual logos for each facility. The process of re-branding is underway at nine nurseries and will be rolled out in all facilities over 12 weeks, starting on March 1.
It is part of an 8m investment that has entailed large-scale refurbishments, enhanced training opportunities for management and staff, and 1.2m spent on new toys and equipment.
Chief executive Russell Ford said that Asquith had broken all the normal rules of rebranding by moving away from a generic brand applicable to all its nurseries. He said, We have created a personality for the company which is more modern and more local to each Asquith nursery.
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