When I ran my boutique branding agency (Magnetic Ideas), we did extensive work with SMEs and start-ups, including luxury copywriting for family brands. This brand creation project was for a high-end nursery umbrella group. I wanted the brand to stand out among most nursery logos (think primary colours, Comic Sans and badly drawn caterpillars, bears and apples). With a target audience of ABC1 parents, I wanted the brand identity to fit in with the universe of brands these parents trusted and shopped with: more of a Marylebone High Street vibe.
I created the company name, and designer Jerlyn Jereunpoon-Phillips perfected the visuals, with a more sophisticated colour palette and a warm ‘teacher/child’ relationship between the birds. When Snug opened their first nursery, I created the new company name, and built the (original) website with Sabina Hassan, Art Director at Magnetic Ideas, and Jessica Rimmer, Branding & Strategy at Magnetic Ideas.