A brand
new life.
I was fortunate enough to be brought on by the parents of sgiggles just as they were giving birth to their child.
The partners - no strangers to parenthood themselves - saw the need for an all-in-one mobile application to sherpa parents, both old and new, on their children's journey from 'we're pregnant!' to developing toddlerhood.
BRAND DESIGN + BRAND STORY + ICONOGRAPHY + MARKETING + USER INTERFACE + COPYWRITING + SOCIAL + WEBSITE DESIGN + COMMUNITY OUTREACH + PRODUCT DESIGN + BRAND GUIDELINES + APPAREL
As the code and structuring of an app for parents was still in it's own infantile stages, the client saw a need for a proper brand, a cohesive marketing objective and custom visuals & iconography.
The fundamentals of the brand came from the idea of 'owning childhood from pregnancy to the blowing out of candles on their third birthday'.
While collaborating with the founders, parents-to-be, potential users, the UX team and the coders, and other keyholders, a new presentation was created to show that the journey from point A to point B is not always such a straight, or simple, path.
The next steps fell first into a wordmark for sgiggles. And when just saying or thinking about the made-up-word of a name, makes you grin even just bit. So, the descenders of the g's throughout the mark came to play as fun little smiles, with the l joining in for fun.
Once we had a feel for the brand visually, we started talking about, well, how we would talk about sgiggles.
The set up of the app was to share info and points along the young one's journey with select and trusted others. Whether talking about grandparents, au pairs, or aunties, the word partner or partners kept coming up.
This spread to an idea that these new parents, along with sgiggles itself, and all select keyholders, were partners in a newborn journey.
From that, the brand and it's guidelines grew so quickly...
Next, the move into marketing took a number of turns on it's own path.
An intial effort was put into pop up events with partnering photographers. Here families could get their portrait taken for free, while we did app introductions and walked them through sign up and use.
These meet ups also provided a lot of great feedback, increased social media interactions and ideas for new features.
While work on the brand and marketing developed, eyes were also turned to the app itself and it's Product Design, an assist with UX / UI and Iconography needed.
© KEVIN FERKO