More Than a Platform: A Complete Brand Transformation for TOSN

As The Old Station Nursery Group expanded to 78 locations nationwide, maintaining brand consistency and managing marketing resources became increasingly complex. Partnering with Brand iQ, TOSN implemented a centralised brand management and fulfilment platform that has streamlined operations, improved efficiency, and created a scalable foundation for future growth and rebranding.

The Old Station Nursery, also known as the TOSN Group, is a UK-based group of early years childcare providers. TOSN provides high-quality childcare from 6 weeks old through to early primary age. Their ethos centres on play-based learning, partnerships with parents, and passionate and skilled staff.

Over the last two decades, they have grown significantly, with 78 nurseries. In the 6 months leading to the end of 2024, TOSN began talks with Brand iQ to implement a platform and full-circle fulfilment management.

TOSN Challenges

As the group scaled, brand consistency and operational efficiency became increasingly difficult to manage. With 78 nurseries, with various sub-brands, there was the issue of:

• No centralised resource hub

• Inconsistent branding across all locations

• Time-consuming design requests

• Manual processes for marketing materials

• Limited organisation of assets

One of the most significant points was the Open Day Events, held three times per year across all nurseries. Each location required bespoke promotional materials tailored to their location while still aligning with the overarching brand.

Marketing materials and event resources were difficult to manage at scale, the process being repetitive and inefficient.

Brand iQ Solution

To address these challenges, TOSN partnered with Brand iQ to create a centralised and scalable platform with the ability to fulfil both physical and digital assets.

Launched in January 2025, the platform introduced:

• Stock items readily available to order from nurseries

• Editable templates for local customisation

• A structured digital asset library

• Physical product ordering

• Custom merchandise capabilities

The platform now supports:

• 114 Active Users

• 125 Total Items

Open Day Materials

Open Days are important events for TOSN, encouraging community engagement. Previously, each event required individual design coordination, with repeated approvals and inconsistency in visual branding.

Now nurseries have access to pre-approved, editable templates that allow for:

• Nursery-Specific Information

• Local Imagery

• Event Details

• Consistent Branding

This has not only approved quality output but also the efficiency with which resources are turned around across all 78 locations.

Expansion into Apparel & Merchandise

With an all-in-one brand centre in place, TOSN has ventured into branded apparel and merchandise for staff and clients.

Including:

• Staff Uniforms

• Branded Clothing

• Promotional Merchandise

• Baby Puddle Suits

• Event Merchandise

This partnership has evolved beyond print and digital management to full brand support, demonstrating how Brand iQ not only grows a brand but also grows alongside them.

The Impact

Since launch, the platform has delivered measurable operational improvements:

• 477 Orders

• 194 Order Items

• Brand Governance Centralised

• Efficiency & Time Savings

Most importantly, nurseries operate with a consistent, professional brand identity that reflects the quality of care they deliver.

Preparing for the Future

TOSN is currently undergoing a full rebrand set to launch in June 2026. Because the platform is already well established, the transition will be streamlined:

• Templates can be updated centrally

• Apparel can be refreshed efficiently

• Digital Assets can be replaced at scale

• Brand rollout can occur simultaneously across all 78 nurseries

The platform is not just supporting the present but also enabling long-term confident growth.

Brand iQ has also been a pivotal architect in the installation of rebranding materials such as large-scale signage across the interior and exterior of the nurseries. Produced and installed by Brand iQ.

What originally began as a need for organisation has developed into a brand transformation.