AfterBell began with an opportunity. A two-storey shophouse near one of MNLA’s existing centres that had just become available.
Ms Ng and co-founder Mrs Tan saw what it could be: a student care centre by day, a tuition centre by night. Two complementary offerings under one roof, in a location that already had community roots. They had the vision and the space. What they didn’t have yet was a name, a brand, or a plan for how to bring parents through the door.
A client Wanderus had been working with for years. The AfterBell opportunity came up naturally, and our involvement began before the business was even registered.
Because the runway to launch was tight and the budget had to work hard.
Building a new vertical from scratch always costs more than a refresh (more than just budget, time was a cost too). We recommended a phased approach. Phase 1 on an Activ8 basis: get the brand right, get a landing page live before the doors opened, and give parents searching for student care in Serangoon North something credible to find. Phase 2 once the business stabilised: move to an Elev8 retainer and expand into full website, social media, and SEO.
Where MNLA is structured and grounded — dark colours, academic credibility — AfterBell needed to feel like somewhere a child would actually want to go after a long school day. Bright, colourful, energetic but not chaotic. A space that said safety and fun in the same breath.
AfterBell came from a simple truth: student care is where students go after the school bell rings. The name captures the moment exactly — familiar, warm, immediately understood by any parent who hears it. We developed a full brand guide from there — logo, colour palette, typography, and usage guidelines — giving AfterBell a distinct visual identity from day one, built specifically for working parents choosing where their child would spend three to four hours every afternoon.
We built a landing page before the doors opened in August 2025. Not because a landing page was the end goal — it wasn’t — but because getting something live and discoverable before launch mattered more than waiting months for a full site build. Parents searching for student care in Serangoon North needed to find AfterBell. The landing page made sure they could.
By early 2026, AfterBell had found its footing and moved onto an Elev8 retainer. The landing page became a proper multi-page site structured around what parents actually need to see before they enrol — the programme, the environment, the team, the location, and how to register. Social media was built from zero around the brand’s energy — bright, warm, community-focused — with content that spoke directly to working parents in the area. SEO work targeted the search terms parents in Serangoon North and surrounding areas are actually using when they start looking for after-school care.
Phase 1 delivered a complete brand identity system — name, logo, colour palette, typography, brand guide — and a live landing page before the centre opened its doors. Informal input on the interior environment ensured the physical space reflected the brand.
Phase 2 delivered a full multi-page website, an ongoing social media content programme across Meta platforms, and a monthly SEO retainer building local search visibility. The Elev8 engagement is ongoing as of Q2 2026.
2 Nearby student care centres that have since closed in the Serangoon North vicinity since AfterBell launched. Strong enrolment numbers as of Q2 2026 — built from zero in under 12 months. 1,000+ Views on multiple social posts — for a hyperlocal centre serving one neighbourhood.
AfterBell entered the market in August 2025 with a clear brand, a visible digital presence, and a product that parents chose — and kept choosing. Two student care centres in the Serangoon North vicinity have since closed. The Elev8 retainer continues because when something is working, you keep building on it.
“What made working with Wanderus different is that they were genuinely invested in whether AfterBell succeeded — not just in delivering what was scoped. That’s rare from an agency.” — Ms Ng & Mrs Tan, Co-Founders, AfterBell
“We went from an idea and an empty shophouse to strong enrolment numbers in under a year. Having the right brand and digital presence from day one made a real difference to how parents perceived us.” — Ms Ng & Mrs Tan, Co-Founders, AfterBell
