“You’ve helped open our eyes to many things, and we really appreciate the effort and thought you’ve put in.”
Case Study: Our Kids
Repositioning to Unlock B2B Growth
The Challenge
Our Kids had built trust with parents for over 25 years, but its positioning created friction with schools and camps. Many partners saw the platform as a competitor rather than a collaborator, limiting B2B growth.
The Solution
I led a brand evolution that repositioned Our Kids as a trusted guide for families and a thought leader for B2B partners.
Refined positioning, identity, and voice to resonate with both audiences.
Unified B2C engagement and B2B partnerships under one cohesive strategy.
Introduced the new tagline: “Find Clarity. Make the Right Choice.”
Delivered through video storytelling, social media campaigns, SEO/SEM optimization, and live events.
The Results
The new strategy shifted perception from competitor to partner, strengthening B2B relationships while reinforcing consumer trust. Supported by data-driven insights and agile execution, the brand achieved measurable growth across digital and in-person channels.
The Platform Brand Upgrade
As part of the transformation, the Our Kids platform was fully refreshed across UX, brand, and creative execution. We modernized the user experience with cleaner navigation and mobile-first design, introduced a refined visual identity and colourway to elevate trust and authority, and rolled out video storytelling to showcase authentic family journeys and school, cap and program values. Together, these updates created a more engaging, intuitive, and emotionally resonant brand experience for both parents and partners.
The platform’s navigation was redesigned for simplicity and clarity, making it effortless for parents to explore schools, camps, and programs. With streamlined menus, intuitive pathways, and enhanced search functionality, families can now find what they need in just a few clicks, turning what was once a complex journey into an easy, guided experience.
The refreshed platform positioned Our Kids as both an authority and the number one resource in Canada for private schools, camps, and extracurriculars. By combining SEO dominance with data-driven content, it became the go-to destination for parents searching online. For B2B, we established the platform as a trusted partner through advertising, insights, and thought leadership, giving schools and camps unmatched visibility. On the B2C side, the brand evolved into a commercial powerhouse, uniting search, content, events, and video into a single ecosystem that connects families with the right opportunities—and partners with the audiences they value most.
Video isn’t just content, it’s a brand-driven conversion driver.
By incorporating B2C content across all platforms, web, social, video, email, and live events, we ensured families had consistent, trusted guidance at every touchpoint. At the same time, we built B2B-facing content that positioned Our Kids as a thought leader and growth partner for schools and camps. This dual approach created a balanced ecosystem where consumer engagement and partner visibility worked hand-in-hand, driving value for both audiences.
Our video content is created with purpose, not as one-size-fits-all. Each piece is crafted to fit the channel where it lives, ensuring maximum impact and meaningful audience connection. On the website, full-length storytelling and explainer videos build trust and clarity. On social media, quick, thumb-stopping edits capture attention in under 30 seconds. And in email campaigns, tight, personalized clips drive clicks and conversions, turning video into a versatile tool for both brand building and performance..
It doesn’t have to be expensive, but it has to count. Every video we create is designed with purpose and adapted to the channel where it will have the greatest impact, driving followers, views, and engagement across every touchpoint. On the website, longer-form stories build trust and authority. On social, quick edits are built to stop the scroll. In email, short clips drive clicks and conversions. At events, high-energy reels amplify presence and reach. Every second matters—because your audience’s attention is valuable, and earning it fuels growth.
Brand Imagery and Rulesets
As part of the brand evolution, we repositioned Our Kids’ imagery and visual guidelines to align with its role as Canada’s trusted authority. Photography was refreshed to feel more authentic, aspirational, and human, focusing on real family moments and the environments where decisions are made. A refined colourway and typography system brought consistency and clarity across platforms, while new brand rules established guardrails for tone, layout, and application. These updates created a cohesive, modern identity that reinforced trust with parents and credibility with B2B partners, ensuring the brand was instantly recognizable across every channel.
Wherever their brand appears, it delivers the same beautiful, meaningful, and emotionally resonant experience. Every expression is guided by clear principles that ensure consistency, clarity, and connection across every touchpoint.
Private School Expo
We developed a last-minute social video using legacy footage. With a creative and strategic approach to editing and storytelling, we transformed outdated content into a fresh, professional asset that drove strong engagement and reinforced the revitalized brand message, proving the power of agility and resourcefulness in brand execution.
