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Early childhood education shapes the future. Studies show that investments in the first five years of life yield unparalleled societal returns, nurturing a child’s cognitive, emotional, and social development. Yet, for many families across Oregon, accessing quality childcare remains an uphill battle. Nearly 72% of communities in the state are classified as childcare deserts, where options are scarce, facilities inadequate, and providers underfunded.
In response, BuildUp Oregon—a collaboration between Multnomah County, the State of Oregon, and Craft3—launched a transformative initiative. Their goal: to preserve, improve, and expand childcare facilities statewide, ensuring that every family has access to safe, inclusive, and culturally responsive care. When BuildUp Oregon sought a strategic partner to craft their identity and messaging, they turned to Watson Creative to build a brand that inspires action and drives meaningful change.
The challenges facing childcare providers in Oregon are daunting: recruitment difficulties, financial constraints, and outdated facilities are just the beginning. BuildUp Oregon needed a brand that could speak to these pain points while inspiring trust and engagement among providers, developers, and policymakers.
Watson approached the project with a deep understanding of the complexities in the childcare ecosystem. The branding strategy began with in-depth discovery sessions, engaging childcare providers, parents, and community leaders to uncover the most pressing needs and opportunities. This collaborative process revealed a shared vision: a future where every child has access to high-quality early care, regardless of economic or geographic barriers.
These principles informed every aspect of BuildUp Oregon’s messaging. From website content to outreach materials, Watson ensured the language was accessible, empathetic, and solution-focused.
Watson designed BuildUp Oregon’s brand voice to reflect four core principles:
A key focus of BuildUp Oregon is fostering collaboration. Watson helped craft messaging and tools that encourage partnerships between childcare providers, developers, and community leaders. By bridging these groups, the initiative creates opportunities to integrate childcare facilities into affordable housing projects and community spaces. Since its launch, BuildUp Oregon has made significant strides in addressing the childcare crisis. The rebrand has empowered providers with clear pathways to funding and technical assistance, while also educating policymakers and the public about the importance of investing in early childhood education.
Carl Seip, VP of Communications at Craft3, reflected on the success of the initiative: "The work Watson did for BuildUp Oregon has been transformational. They created a brand that not only reflects our mission but also inspires action. Providers feel seen and supported, and we’re seeing tangible results in the communities we serve." Matt Watson, CEO of Watson Creative, shared his perspective: "Early childhood education is the foundation of a thriving society. With BuildUp Oregon, we had the opportunity to help build a platform that drives meaningful change for generations to come. This project represents the power of collaboration and visionary thinking.
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