Vlietkinderen
Vlietkinderen provides childcare for children aged 0 to 13 in Leidschendam-Voorburg and The Hague Leidschenveen. With 44 locations, the organisation is a trusted name in the region. The Dare Company has been their dedicated marketing partner for many years, responsible for both brand identity and day-to-day marketing execution.
The brief
In 2005, Vlietkinderen was born from a merger between SKL and Stikov. Two organisations, one new brand. Vlietkinderen needed a partner who could not only build a strong identity, but also take ownership of their ongoing marketing. Not a supplier for one-off projects, but a team that thinks and builds alongside them.
Magazine Design
The Dare Company is responsible for the entire design of the physical edition of Brand New Magazine - from the cover to the advertisements and from eye catchers to all editorial pages. Obviously, the corporate identity and the general look and feel of the brand are taken into account everywhere.
The challenge
A merged organisation with 44 locations needs an identity that holds up everywhere: at reception, on social media, in search results, and in the letterbox. The challenge was to build a brand that is immediately recognisable in a competitive region, and practical enough for all staff to use consistently. At the same time, the organisation needed to be found by parents searching for childcare online.
Our approach
Brand identity and visual guidelines
We developed a complete corporate identity that connects seamlessly with the organisation and its audience. The blue colour and recognisable character figures became the visual pillars of the brand. To make the identity usable for staff across all 44 locations, we created a pocket-sized brand guide: compact, clear, and ready for daily use.
Website
We built Vlietkinderen's website on the basis of thorough user research. Combining existing Google data with desk research, we developed personas — including a childcare worker looking for a job and a mother searching for childcare for her child. These insights shaped every design decision. We chose a mobile-first approach, as the majority of visitors use a mobile device.
SEO and SEA
Online visibility starts with the right strategy. We handle Vlietkinderen's search engine optimisation so that parents in the region find the right pages at the right moment. Alongside organic visibility, we run targeted search advertising to actively reach the audience. Both channels reinforce each other and deliver a consistent flow of relevant visitors.
Social media
We manage Vlietkinderen's Instagram and Facebook channels. Working with their team, we develop special campaigns and maintain a consistent presence.
Print and branded merchandise
For activities across the locations, we handle all print production: posters, flyers, and advertisements. Special events for parents are supplemented with online registration modules. We also designed branded merchandise that fits within the visual identity, from a character soft toy to bicycle seat covers. Each item extends the brand experience beyond the locations themselves.
The result
Vlietkinderen is a strong and recognisable brand across the region. The blue colour and character figures have become a familiar sight for parents, children, and staff. With a consistent approach across every channel, from search engines to social media and print, everything works in the same direction. A brand that stands, and a marketing operation that delivers.
Looking for a dedicated marketing partner?
With 20 years of experience and a fully in-house team, we think alongside you on every level: from brand identity to daily execution. Let's discover your opportunities!