Brand Identity | Marketing | Campaign
My Role
Brand Designer (Freelance)
Led the development of communication tools, campaign collateral, and internal brand systems to support fundraising, member engagement, and day to day operations.
The Context
Pāpāmoa Playcentre is a parent led, non-profit early childhood education provider where parents and children learn alongside one another. With limited funding and a volunteer based structure, individual centres rely heavily on fundraising and member participation to operate. However, communication and marketing materials were often created ad hoc by busy parents, leading to inconsistency and duplicated effort over time. At the same time, attracting and retaining members was becoming increasingly important. For many new families, the Playcentre model could feel overwhelming, with high levels of parent involvement sometimes leading to uncertainty, disengagement, or early drop off.
The Opportunity
To create clearer, more consistent ways to communicate information, support members, and strengthen community connection. The goal was to reduce overwhelm, improve access to information, and create systems that made participation feel more manageable and welcoming, while also supporting fundraising through cohesive and reusable campaign materials.
What I did
Created reusable marketing collateral for recurring fundraising events including market days, gala events, quiz nights, and anniversary celebrations across print, signage, and social media
Developed visitor and new member information packs with simplified guidance, checklists, and centre specific information to improve onboarding and reduce overwhelm
Designed internal signage and wall displays to make key information easier to access and reduce reliance on informal knowledge sharing
Created visual setup guides for play areas to inspire varied learning experiences and encourage more engaging activity planning
Designed interactive displays to help families and educators better understand children’s interests, development, and learning needs across the centre
Produced practical guidance for children’s learning portfolios, including examples and templates to support parent confidence and participation
Introduced regular “Meet the Team” communications to strengthen relationships, increase visibility of volunteer roles, and foster a stronger sense of belonging within the community
Outcome
A more connected and supported member experience, with clearer communication systems that reduced overwhelm and improved access to information. Reusable fundraising collateral improved efficiency year after year, while stronger consistency across campaigns helped reinforce recognition within the local community. Improved onboarding materials and internal communication tools helped new families settle in more confidently, strengthened member participation, and supported a greater sense of belonging across the centre. The result was a more connected and supported member experience, with clearer systems that made participation feel more manageable and welcoming.