Kama`aina Care
The Brand Strategy Group was hired by KCI to address its lack of name awareness in a highly competitive market.

Faced with better known competitors, including the YMCA, and a name which didn't tell their story, this private child care provider changed its name and marketing approach to focus on what it does ---taking care of Kama'aina Kids.

Results
The new name Kama`aina Kids and brand image positioned KCI as a kama'aina company which offered fun, educational experiences for "kids." Kama'aina Kids' messages and visual presentation speak to parents' concerns that their kids will have a great time as well as great care, and assuages their guilt over leaving their child with someone else.