Ada Mary A'Beckett Children's Centre is a highly regarded early learning centre in Port Melbourne, Victoria, known for the quality of its care and its strong connection to the surrounding community.

The centre's existing brand no longer reflected that reputation. Vienna & Co. was engaged to develop a new identity that did.

The brief called for something that felt joyful and relevant without being generic. The brandmark brings together several ideas into a single resolved form. A reference to children's building blocks. A smiley face. And a nod to the centre's previous identity, a sun and a boat, reinterpreted through the lens of the centre's location on Port Phillip Bay, where the beach is central to the outdoor education program. The simplified boat and smiley face combine to create a mark that is distinctive, immediately readable and meaningful to the community it serves.

The existing dark blue of the centre's identity and uniforms was retained as an anchor and expanded with a palette of bright supporting colours, bringing energy and warmth to every application.