Well known Richmond daycare center rebranding to stand out from the pack

After 28 years, one of the area’s most well known daycare centers, Rainbow Station, is rebranding. Rainbow Station, which provides childcare, early education, school-aged recreation, summer camps, and mildly ill care, is changing its name to LeafSpring School, the company announced.

With the term ‘rainbow’ saturating the early education market, the rebranding will help differentiate LeafSpring Schools amongst competitors who do not have the same accreditations and proprietary curriculum, representatives said. 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 School. The company is based here in town.

The term leaf spring is a nod to Rainbow Station’s train imagery, which was the foundation for the brand and is plentiful throughout each school. A leaf spring helps stabilize a train’s engine as it moves along the tracks. “LeafSpring Schools will continue to be the same stabilizing force in the life of every child who walks through the doors,” the company said in a news release.

“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.”

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 in the West End.