Delivering a Visual Brand Identity for Parenting Guides
Project Overview
Pages for Parents grew out of Little Peanuts Day Nursery — a natural step that took the real-world knowledge and experience of nursery manager Sarah Hardwell and packaged it into a library of downloadable eBook guides for parents, caregivers and guardians.
The broad brief required the production of multiple components: a logo and brand identity, the actual eBook design and an ecommerce website to deliver the guides. The PDF eBooks would be produced in Canva by the Pages for Parents team, so I created a set of templates that were straightforward enough for non-designers to use whilst maintaining a consistent, polished look across all nine content categories — each with its own colour coding and iconography.
For the logo, the look required something approachable and professional. The result was a simple logomark pairing of a parent and child penguin combined with playful typography to create a warm and inclusive keystone for the brand identity. The penguins became the starting point for a wider visual language that eventually included 3D toy-like character illustrations of the parent and child, used across the site and particularly for themed bundle product imagery — a visually appealing solution to the challenge of representing a collection of anywhere between three and 25 guides as a single product image.
Because the guides are digital and designed to be dipped in and out of on the go, I felt that it would be adventagous to reflect those benefits in the website product imagery. After much exploration, I ended up presenting each guide as a stylised, coloured mobile phone — again, templated in Canva so the client could easily produce new product images as the library grew beyond the 25 or so titles it launched with.
When it came to the website platform, Squarespace wasn't going to meet their needs — either at launch or as the business scaled into areas like community, live events and subscriptions. After researching the options, I recommended and built the site on Podia, which ticked all the boxes for launch and gave them plenty of room to grow.
For the project handover, I produced a set of video tutorials walking the client through the Canva and website product page creation workflows, so they could get up and running confidently once it was in their hands. The Pages for Parents team were incredibly happy with the outcome of the project.
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