Virginia Quality is leading the way for quality early care and education for Virginia’s children and families. We worked with this organization to rebrand and reposition it as they advanced in their journey as a quality rating and improvement system. We revised the name and logo, designed a new brand identity, and created an overall marketing communication strategy. We worked with their staff to find more effective ways to simplify and communicate the new Virginia Quality standards to child care providers. We developed recruitment materials to encourage providers to join Virginia Quality as well as a new website. We created new ways for child care providers to communicate with their parents about their participating and that they care about quality improvement. We also designed a system of certificates for programs so they could proudly post their accomplishments.