Kelley May

Okie Dockie


Child Care Center Brand Identity

Okie Dockie Child Development Center is a preschool and child care center located in Los Angeles, California. The center was originally started in 2005 and had no formal logo or identity system. With their new center opening, they were seeking a cohesive brand to create a professional appearance for the organization.


To start, the client completed a questionnaire, which combined with research, was used to better understand what they were looking for and who their competitors would be. From this exercise, the brand attributes were determined.


To start the process of designing the logo, competitor research was done to understand how the center would be positioned locally. The center is nature and play-based so a more whimsical and organic mark was necessary.

Initial logo exploration sketches

Initial logo exploration sketches

The hand-generated type was refined in Illustrator, tested in different color ways and refined further after client revisions. The final product incorporated leaves into the logo as a nod to the center’s nature-based curriculum. Soft shades of greens were chosen to further this idea.


The stationery system features a playful vine illustration to tie the brand together.

The website has both English and Spanish versions to reach a wider audience.

The website has both English and Spanish versions to reach a wider audience.

Social media image styles were created so that their social media presence connected to their other brand materials.