The identity was shaped around three core ideas: play, community and place. Children’s building blocks became a metaphor for growth and learning, while a smile symbolised warmth and care. The design also acknowledged heritage by referencing the centre’s original sun-and-boat logo. Proximity to Port Phillip Bay further influenced the visual direction, with a simplified boat-and-smile motif reflecting the role of the beach in Ada Mary’s outdoor education program.

The outcome is a versatile brandmark that feels both contemporary and grounded in the centre’s story. Dark blue, already established in uniforms, was retained as a foundation of trust and professionalism. A complementary palette of bright, joyful colours was introduced to convey energy, playfulness and the vibrancy of early learning. Together, these elements create a cohesive identity that reflects Ada Mary’s enduring reputation and their commitment to nurturing children in a warm and connected environment.