After acquisition, Matt saw an opportunity to make FDCI a brand that childcare businesses across Florida—and eventually nationwide—would trust as a partner in compliance, growth, and support, giving owners the confidence to focus on what matters most. But we sensed there was more to the story. A bigger vision. A deeper ambition..
deliverables__
_Brand Architecture Strategy Session
_Ideal Customer Persona Development
_Logo System
_Iconography
_Illustrations
_Patterns
_Brand Style Guides
_UX Design Consultation (in collaboration with our partnering website development agency)
Category:
CLIENT:
OSTRANDER RISK PARTNERS
industry
Daycare owners face a long list of unique pressures. FDCI’s goal was to make insurance easy, reliable, and focused on compliance without overwhelming clients with jargon. Many daycare owners were also wary of tech-heavy solutions, preferring a simpler, human approach. Our task was to bring FDCI’s brand to life in a way that would solve these pain points head-on.
the hidden piece
After starting our creative direction process and receiving the initial feedback from the client, we quickly realized there was more beneath the surface. We could feel there was an underlying desire the client wasn't conveying, even neglecting to include in the process, unintentionally disqualifying a vital piece of the puzzle casting the future goals and direction of the brand. So we dug deeper...
brand architecture & ecosystem workshop_
goal_one
Define how multiple brands could coexist under a unified strategy.
goal_two
Bridge the emotional gap Matt hadn’t yet put into words.
We explored iconic brand ecosystems—like Marriott’s tiered hotel brands and Procter & Gamble’s diverse portfolio—showing how brands can share strategic connections while maintaining distinct identities to having completely separate or even contrasting identities.
We proposed a subtle yet powerful visual link—integrating geometric elements from Ostrander Risk Partners into FDCI and ADCI, inspired by the target audience’s universal recognition and use of
building blocks.
The strategy clicked instantly.
client feedback
What once felt like a disconnected venture suddenly had purpose and alignment. In his own words:
“I didn’t realize what I was reluctant about with this brand [FDCI], but then you put it all together and I’m like, yeah, okay, it all makes better sense once it’s under this thing [Ostrander Risk Partners]. And I really like my thing.” – Matt Ostrander
crafting the brand assets_
We crafted a responsive logo system that would honor the original brand yet built for the ability to reconstruct into additional brands, creating a cohesive ecosystem where each brand can stand alone while not alienating any other brand within the family.
This allows each brand to lean on the main assets such as color palette, icons, illustrations, and overall style while infusing additional assets specific to their location, demographics, and specific services.
touchpoints_ relationship builders
We then created a series of brand touchpoints to convey how the brand assets work together to nurture customers. We crafted a tagline worthy of decor, packaging for on-boarding packets, and gift bags for community events, annual appreciation gifts, or simple just because ‘we care for you’ compliments.
We also suggested a pre-printing brand messaging on on-boarding welcome cards for agents to hand-write a personal message for each new customer. Having the messaging pre-printed supports the internal team while making sure the brand’s values and messaging stays consistent across locations.
touchpoints_educational & support
Every well-crafted brand deliberately marketing on their position of difference in supportive services, education, and making things easier for their customers should look at how the brand ‘shows up’ in these ways.
We crafted ‘Education Kits’ for community events full of educational brochures, brand pattern pencil bags, and brand pens.
_We suggested embroidered branded leather notebooks for agents to take notes while meeting with customers and also as VIP gifts on annual renewals or premium give-a-ways for those with bundled services.
_The calendar kit concept was a supportive effort on behalf of the internal staff and customers. At the beginning of every new year, each customer would receive a kit with their annual renewal date hand-circled by their agent (and that pre-printed and handwritten card to humanize the interaction once more).
marketing & advertising_
Cotton tops embroidered was chosen for comfortability and approachability of staff at community events, networking, and meeting with customers.
Lastly we showed what the brand’s values and goals could look like when applied as messaging to their advertising efforts utilizing a street billboard.
internal culture & support_
To maintain brand alignment across teams, we crafted comprehensive guidelines for FDCI’s visual and verbal identity, designed as both a strategic tool and training resource to empower staff to represent the brand consistently – no matter their location.
THE OUTCOME_two fold
The new brand for Florida Day Care Insurance gives a subtle ‘high-five’ to the original Ostrander Risk Partners’ brand while paving the way for comprehensive use as the brand and brands expand towards their goals and the desired future of crafting a legacy.
But the momentum has surprised us all….
Old Logo
_Outdated & Not Designed for Target Customers
_Colors NOT ADA Compliant
_Not Responsive For Use Across Multiple Mediums
_No Supporting Elements for Marketing
New Brand System
_Designed with Target Customers In Mind
_Designed for the Business’s Goals, Values, Vision, & Mission
_Full Color Palette with ADA Compliant Pairings
_Responsive For Use Across Multiple Mediums
_Supporting Elements for Marketing
impact
Our strategy didn’t just build a brand—it built momentum. By crafting Florida Day Care Insurance as a trusted extension of the Ostrander Risk Partners legacy, we aligned it with Matt’s vision of a foundational brand in childcare compliance and support. But the impact didn’t stop there. With a scalable brand architecture and a clear vision for future growth, momentum took over. Within months, America’s Day Care Insurance was launched, a new website went live, and the YouTube channel evolved—uniting all three brands into a trusted ecosystem. What started as one became a movement, reinforcing Matt’s long-term vision faster than expected.
