Did you know NurturEd Early Learning Center is the new name for Dr. Day Care Learning Center? Same People. Same Values. New Name. We are excited about the change and want to share some of the process and meaning behind our new name and logo.
The decision to change our company name from Dr. Day Care to NurturEd was not taken lightly. This has been a meaningful journey, and we are incredibly grateful for the support, feedback, and encouragement we received along the way.
Choosing a new name
The work to rebrand Dr. Day Care began in early 2023 during a company-wide strategic planning process. As we reflected on who we are, what we do, and where we’re going, one theme surfaced again and again: the need for our brand to evolve. While Dr. Day Care has been a meaningful part of our story (rooted in our founder Mary Ann Shallcross Smith, Ed.D. and her nickname) we knew that we’ve grown into something more.
We worked closely with a local company (Main St. Media) and in their presentation for a new name, NurturEd resonated with us. NurturEd highlights our focus on nurturing and education.
Soon we realized this was bigger than just a new name for Dr. Day Care. NurturEd is part of a family. We work closely with the before and after school program, Kids Klub, and the inclusive special needs program, Therapeutic Child Care Services (TCCS). Our Home Office provides support to all of these companies. We needed something that helped show that we are a team, something with a cohesive new look.
We also realized the “Ed” focus would help us connect all of our companies.
From there, we thought about the focus and priorities of Kids Klub and the name EnrichEd was quickly a favorite. The special needs program has always provided additional support services, so EnhancEd became the new name for TCCS. Later, the name EdCentral was created for our Home Office.
Our goal was to create consistency across all of our organizations, because at our core we are one unified community. Each logo has shared elements, including a navy color and consistent font, which visually connect the three companies. Each company also has “Ed” in the name. This is intentional and meaningful. It reflects our deep commitment to education in all forms - educating children, supporting teachers, learning from one another, and growing continuously. These new names also honor the founder, Dr. Mary Ann Shallcross Smith, and her Doctorate of Education (Ed.D.). In that way, it represents both her legacy and impact on the early childhood and school age profession.
For years, the word "daycare" has suggested simply supervision. Our mission has always gone far beyond that. This rebrand reflects our commitment to learning, emotional development, and nurturing each child’s curiosity and confidence.
Same People. Same Values. New Name.
While our name has changed, what hasn’t changed is who we are at our core. Our values, our team, and our dedication to families remain exactly the same. If anything, this new name allows us to tell our story more clearly and confidently.
While the names and logos are changing, families can be assured that ownership, staff, programs, policies, and daily operations remain exactly the same. The rebrand represents an evolution, not a change. The commitment to providing a safe, supportive, and engaging environment for students remains the same.
We are proud of where we’ve been as Dr. Day Care, and we are excited about where we’re going as NurturEd.