Case Study · Children’s Program · London, Ontario
Night & Day
Kids Club
Launch Strategy, Brand Identity & Member Conversion PixelPress Media
Full
Brand Built from Zero
Passport Booklets Designed
Lead-to-Member Funnel
Live
Conversion Event Executed
The Brief
A children’s program that needed a brand, a presence, and active members right away.
Night & Day Kids Club launched as a new children’s program in London, Ontario. The challenge was threefold: build a brand identity from scratch that would resonate with parents, create print materials for an engagement-first experience, and convert leads into active members before a hard deadline.
There was no existing brand, no established audience trust, and no conversion infrastructure. Just a strong idea, a target community, and a window of time to make it work.
The Challenge
Starting from zero brand equity
With no prior presence, Night & Day needed an identity that could communicate warmth, credibility, and educational value to parents within seconds, across both digital and physical touchpoints.
No established conversion path
There was no structured journey to membership. Without a deliberate funnel and event strategy, the leads would stay cold.
A print deadline driving urgency
Passport booklets: the primary engagement tool for club sessions needed to be designed, approved, and printed before the first event. Delays would have real impact on intended outcomes.
The Approach
Build the brand, then build the funnel around it.
Rather than rushing to social media first, we grounded the launch in brand clarity. Once the identity was set, every other asset (print, digital, event) spoke the same language.
The Outcome
A brand that could stand on its own from day one.
Night & Day Kids Club launched with a complete, cohesive identity across digital and physical channels. The passport booklets became an immediate talking point, something both parents and children both responded to. The conversion event was structured to move attendees naturally toward membership, with brand materials reinforcing trust at every step.
The print deadline was met. The brand was ready. The event ran. The list grew.
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