A new look

A rebrand of 660 early learning centres across Australia delivered increased value, improved profitability and an international award.

As Goodstart’s brand implementation partner, Diadem delivered integrated tender documentation, project management, procurement and installation services. Executed on time and on budget, this national rollout created enhanced brand awareness and a better environment for around 15,000 staff and the families of approximately 72,000 children.


Goodstart Early Learning


The Garden Agency

A new start
for a good start

Goodstart Early Learning wants Australian children to have the best possible start in life.

Following the voluntary liquidation of ABC Learning Centres in 2008, a socially-minded buyers syndicate made up of The Benevolent Society, Mission Australia, Brotherhood of St Laurence and Social Ventures Australia purchased the centres had around 15% of the market share.

Diadem was engaged as implementation partner to transition all 660 centres to the new brand. In doing so, Diadem was able to identify new opportunities and unlock Goodstart’s true brand potential, which ultimately resulted in increased enrolments and profits.

A strategic

Diadem’s delivery of the new brand required a strategic approach that would reduce risk and build brand value for Goodstart. The project was achieved in a timely and cost-effective manner with minimal disruption and complete management of all suppliers across the procurement process.

An award-winning

Following recognition for ANZ Bank and Giant Bikes, Diadem’s work for Goodstart Early Learning centres was awarded the REBRAND 100 Global Award for Brand implementation – the highest worldwide accolade of its kind.

“Diadem worked collaboratively to independently manage all suppliers across the procurement, administration and project close-out processes. Not only did this efficiency and transparency give us confidence at every step of the way, but new branding opportunities were identified as a result of Diadem’s appraisal of the branding potential of the sites.

The scope was undertaken within budget constraints and successfully provided an improved environment with minimal disruption. We couldn’t be more pleased with the outcome.”

  • Robyn Stewart, General Manager Property, Goodstart Early Learning Ltd


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