Truth Creative supports My First Five Years launch with Brand Lab

Truth Creative has supported the brand launch of My First Five Years, a new personalised parenting guidance app from celebrated Early Years entrepreneur Jennie Johnson MBE.

Developed in partnership with friend and business partner Alistair Bryce-Clegg, My First Five Years follows the success of the North West nursery Kids Allowed, which was also a Truth Creative client. Kids Allowed was acquired by Kids Planet in 2020, making it part of the third largest nursery group in the UK.

Truth Creative provided a Brand Lab for the team behind My First Five Years, supporting them in devising a brand proposition built on their desire to create “a safe and supportive learning space for parents, to support their child’s unique development.”

Truth’s work will help to emphasise how, “Using scientific research, and supported by many years of industry expertise, My First Five Years adapts to suit the individual needs of children through creative play.”

The team at Manchester-based Truth Creative conducted a competitor analysis to provide insight underpinning a dynamic brand identity system for My First Five Years. It includes an app logo comprising symbols representing the building blocks of a child’s early life.

The Truth Creative Brand Lab provided My First Five Years with a branding document outlining potential use cases for different styles of photography, illustration, tone of voice and typeface.

Examples of branding look and feel have been created to support digital advertising and products ranging from t-shirts to tote bags.

Jo Scott, managing partner at Truth Creative, said: “Having supported Jennie with the incredibly successful Kids Allowed, it was an absolute pleasure to be asked to work on the brand strategy and brand identity for My First Five Years.

“Any parent knows the excitement and anxiety that comes with welcoming a child into the world and I’m sure that My First Five Years will be an incredible resource. We’ve been able to give the My First Five Years app a distinctive identity that will hopefully help it to stand out from its competitors in the market.”

Jennie Johnson said: “I’ve worked with the team at Truth for over 10 years and knowing they will challenge in a positive way but also support in a productive one; meant that they were my go-to branding agency.

“I loved the Brand Lab – it really focused our proposition and the creative output was fully aligned so the whole process was seamless and effective.”

Due to launch in 2022, the My First Five Years app is currently in design and development with Manchester-based agency Apadmi; specialists in creating best-in-class, fully-compliant digital technology and experiences for people on the move.

My First Five Years is an exciting new concept that meets a gap in the market for personalised parenting guidance in the formative years of a child’s life.

Expectant parents and parents of 0-3 year old children can now apply for early access to the parenting app with the pre-release version and be the first to try the concept. The testing group will help to shape the final version and in return will receive a 12 months free subscription when it launches.