Brella is a new on-demand childcare provider founded by two entrepreneurs, Darien Williams and Melanie Wolff. Designed to be responsive, rather than restrictive, Brella aims to disrupt the current childcare paradigm by offering flexible care for 3-month olds to 6-year-olds, and supportive amenities including co-working space and curated wellness, education, and family classes. Project M Plus was commissioned to create a brand identity for this innovative start-up and to design their flagship location in Playa Vista.

Project M Plus worked with Brella closely to develop a brand and a design approach that balanced accessibility and simplicity for parents with kid-friendly appeal for children. The Brella brand communicates imagination, intelligence, responsiveness, and establishes itself as a believable authority. Overall, Brella’s brand is shaped by four main tenants: to be approachable, welcoming, playful, and trusted. With friendly and whimsical touchpoints that everyone will recognize, Project M Plus speaks a kid-forward parlance, while conveying the values and philosophies that speak to parents. Project M Plus also worked with Brella to create a development deck, optimizing the presentation of technical information to non-industry investors.