Thrive By 5 Louisville

Thrive By 5 Louisville (TB5L) is a nonprofit organization elevating and growing the early childhood education industry across Louisville Kentucky. It was born from a campaign promise by Mayor Craig Greenberg to support three foundational commitments: build capacity by growing and improving the early childhood workforce, raise quality by investing in early learning providers, and expand access by helping families afford care.

Brand Identity Marketing Strategy Strategic Planning Website Design Website Development Photography

Two children wearing blue shirts with simple line drawings of people and the text “Strong Beginnings. Strong Futures” printed on the back, seated among other children.

The Challenge

Being Willing to Follow the Research

Thrive By 5’s efforts have the power to change the trajectory of the entire Louisville community, by giving the city’s children a stronger, more structured start during their most formative years. Children who start kindergarten behind, often stay behind, needing remedial education or special education services, or even dropping out of school later in life. When families have access to high-quality early learning opportunities, children begin kindergarten prepared. Consistent care also allows parents to work reliable jobs leading to a larger workforce and a stronger Louisville economy for generations to come.

While the benefits of Early Childhood Education (ECE) are clear, the industry itself faces many costly misperceptions. Educators are seen as “just babysitters” while the job goes far beyond that, and is an essential element of child development. This foundational challenge informed the core of our efforts: reframing the community’s perceptions of early childhood education, making it a shared priority for our city. Thrive By 5 would do more than add resources and educators, it would change how we see ECE.

TB5L has been a high-profile organization from the start. It had substantial funding from the city, an established board of directors, and a strong network of resources and connections. However the organization was new and moving with speed, we needed to be willing and able to pivot our work quickly based on evolving needs and research findings. Research, data, and planning were constantly being added or adjusted and with the Mayor’s personal efforts behind the initiative, the creative and strategy had to deliver results.

Our Process and Solution

Building a Strong Foundation

The brand development, marketing strategy, and strategic planning of Thrive By 5 were happening concurrently. While we were primarily responsible for the brand and marketing strategy, we were also involved in the larger strategic planning and organizational direction. With the startup nature of this organization, continuous iteration was essential. The foundational elements of the brand were intentionally created to be an evergreen reflection of Thrive’s essence, allowing it to stay true regardless of how the priorities and tactics evolved over time.

The brand identity not only needed to be a reflection of the organization and where it is heading, it also had to be the foundation of elevating the perception of early childhood education in Louisville. The brand needed to feel appropriately child-friendly and connected to the ECE industry, but bring a level of maturity that would ask our audiences to take the work and challenges seriously. The logo itself was formed from columns of colorful dots representing this growth and upward trajectory of a child’s first five years. Inspired by that circular motif, the larger brand identity system is a balance of a youthful visual language and a mature sophistication, built with an elevated primary color palette, playful layouts, uplifting messaging, and engaging photography.

Four smartphones display Thrive By 5 Louisville Instagram posts about early childhood development, featuring children, parents, and key messages on early learning and brain growth, against a background of scattered toy blocks.

The Results

Championing Early Childhood Education

Launching the new brand and website has helped Thrive By 5 to achieve many notable accomplishments in their first year. They launched their Quality⁺ provider pilot program, partnering with 26 providers across the city to elevate quality and access to early learning programs for families. They also received an overwhelming response for their Facilities Fund grant applications on their website. TB5L is continually supporting workforce development, quality learning environments, and family navigation and scholarships. The foundational brand work is complete and our work continues together to champion early childhood education.

A collage shows speakers at a podium, a woman speaking, children seated and listening, and a group posing together at a Thrive By 5 Louisville event with branded banners in the background.

A laptop displays the Thrive By 5 website homepage, featuring a smiling child on a swing, navigation menu, and two sections for educators and families against a yellow background.

Three laptops on blue platforms display colorful website pages about early childhood education, featuring photos of children, text about learning, and playful design elements on pink, white, and blue backgrounds.

Large digital scoreboard at Lynn Family Stadium displays an ad with the text Strong Beginnings. Strong Futures. and three young children. Sponsor logos for local businesses are visible around the screen.