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Locally-based childcare and early education provider Rainbow Station is changing its name to LeafSpring School.
With the term ‘rainbow’ saturating the early education market, the rebranding is designed to help differentiate LeafSpring Schools amongst competitors who do not have the same accreditations and proprietary curriculum, according to company officials. In January 2018, the five Richmond-area Rainbow Station schools will be the first to rebrand. By 2020, all 13 Rainbow Station locations in the United States will be completely rebranded as LeafSpring schools.
The term leaf spring is a nod to Rainbow Station’s train imagery, which was the foundation for the brand. A leaf spring helps stabilize a train’s engine as it moves along the tracks.
“We always work with most experienced teachers available, and our small group learning, on-site mildly ill care and accreditations from the National Association for the Education of the Young Child and AdvancEd, have set us apart. But because we do not own the term ‘rainbow,’ we wanted to create an identity that would grow with us,” said Founder and Chairman Gail Johnson.
In celebration of the rebranding, LeafSpring School will be donating $2,000 to the local March of Dimes. The check will be presented in January at a ribbon cutting ceremony at LeafSpring School at Three Chopt.
“We are growing, and the momentum that this rebranding will bring will help us reach even more markets,” said CEO Vance Spilman. “We are not changing anything about the level of quality or care we provide to each child. Children and parents will come to love the new LeafSpring School brand just as they have Rainbow Station.”
