Did you know EnrichEd School Age Program is the new name for Kids Klub? 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 Kids Klub to EnrichEd 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 Kids Klub 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 Kids Klub has been a meaningful part of our story (started by our founder Mary Ann Shallcross Smith, Ed.D.) 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 for our sister company Dr. Day Care, NurturEd resonated with our team. The name NurturEd highlights the focus on nurturing and education. Soon we realized this was bigger than just one new name. We also work closely with 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.
The new name, EnrichEd, better reflects our focus on education, enrichment, and meaningful learning experiences. It also creates a stronger connection between the organizations that make up our family of services.
How do you pronounce EnrichEd?
EnrichEd is pronounced just like “enriched.”
Is anything changing about the program?
No. Ownership, staff, programs, policies, and daily operations remain the same. This is a rebrand - not a change to the program families know and trust.
Will my child’s teachers and staff change?
No. Our team remains the same, and our commitment to providing a safe, supportive, and engaging environment continues.
What does this mean for families?
For families, it’s simple: same people, same values, same programs—new name. We’re excited to continue serving your family as EnrichEd School Age Program.
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 Kids Klub, and we are excited about where we’re going as EnrichEd.