RAFA Kidz brand image showing small wooden propeller plane and two kids along with bright graphics in red and navy blue
distributed in welfare grants to serving and ex-serving personnel
people in the RAF family: serving or ex-serving personnel and their dependents
members offering friendship and support to one another
RAF Association
Benevolent charities
Membership organisations
Educational charities

RAFA, the Royal Air Forces Association, is a membership organisation and registered charity that provides welfare support to the RAF Family. RAFA Kidz is their new non-profit childcare brand.  

Cover of RAFA Kidz mini brand guidelines featuring a small boy with a cute smile and arms folded
RAFA Kidz registration form featuring a small girl with cute pigtails
RAFA Kidz launch announcement on facebook post (shown on a mobile phone)
RAFA Kidz business cards. logo features an RAF symbol in the letter D

"It’s been a pleasure working with IE on branding the RAFA Kidz project. They understood our brief straight away and developed a fresh, exciting look and feel that maintains the core elements of the RAF Association brand while creating a fun, vibrant sub-brand that would appeal to parents and children. Working to tight time-scales, the team at IE really put us at ease throughout the project, as we knew the design work was in safe hands."

Emily Rooke

Brand Marketing Manager, Royal Air Forces Association

Before we landed

RAFA were looking for a new creative agency to support their communications plans, which range from member recruitment and renewal campaigns, to promotions for services including Wings Break hotels, befriending, and sheltered housing. 


The challenge we were set

As RAFA’s new creative agency partner, one of IE Brand’s first projects was to create the new brand for RAFA Kidz, their not-for-profit nurseries that deliver fun, affordable and nurturing early years childcare in a welcoming environment. 

This is a new service being rolled out by RAFA, in response to evidence that access to childcare is a key welfare concern for serving RAF families. 


The difference we made

IE Brand created a new parent and child-friendly brand for RAFA Kidz that feels very much a part of the RAF family, while being distinctive enough to stand out among the many other RAF sub-brands. 

The new brand was rolled out across signage and uniforms for the new nursery, parent info packs, stationery and a new website.

IE created a set of mini brand guidelines to ensure consistency across all of the new nursery locations.

The first RAFA Kidz nursery opened at RAF Odiham, Hampshire in June 2019, with plans to roll out several others at RAF stations across the country.