Playful Families Logo in Rainbow

Playful Families Brand Refresh

When Amy came to me for help, she already had a logo (shown above) and some branding in place, but it needed some serious shooshing. The brand was bright and colourful, but it needed more direction in order to bring in some consistency.

We started with a 1 to 1 brand review to figure out what was and wasn’t working with their visuals, then built on the existing branding.

Moodpboard Design for Playful Families

What we did

Moodboard design to show the brand direction.

Updates to some of the existing graphics and fonts, providing a new set of brand guidelines to help them keep consistency.

A more comprehensive set of logo files to make their existing logo more versatile.

Designed sub logos for 2 of their programs.

Redesigned the home page for the Playful Families website.

Created a set of matching illustrations.

Designed a set of 25 illustrated icons.

Designed a set of Instagram story & post templates.

A full Instagram redesign with art direction going forward.

digital illustration of a mum sitting of the ground playing with her baby
business card design for Springfield business
Website design for playful families shown on a computer screen
Amy Cox Playful Families
person holding an open brand guidelines booklet on a white background
young girl playing in the back yard doing flips
Inspiring      Playful      Uplifting      Informative

Who are Playful Families

Run by Amy Cox (Mother of four), Playful Families is an online community group that celebrates parenting success no matter how big or small.

Their aim is to help parents of young children reduce the overwhelm and enjoy parenting.

They run programs to help parents tap into their unique values, uncover their children’s superpowers and provide the resources and support to fuel their mindset to become a playful parent from the inside out.

digital illustration of a unicorn toy and art supplies


Illustrations were created to help strenthen the Playful Families marketing. They support the different sections of their website, adding to user experience and making potential clients want to keep clicking. To learn more.

We read through the website copy, pulled out the important bits and showed them through the art of illustration.

digital illustration of a toys on a shelf
digital illustration of a happy family
digital illustration of 3 mums standing together happily
digital illustration of a mum sitting of the ground playing with her baby
digital brand illustration of a presenter talking on a laptop screen
digital illustration of a mum having fun giving her daughter a piggy back ride

Brand Icons

To maintain consistency, a set of 25 branded icons were created for social media.

I was given a list of Instagram highlights, then illustrated a set of small images to match.  To keep the brand consistant, they were drawn in a style to match the clients existing website icons.


icon illustration
icon illustration
digitally drawn icon design
pink and navy hints and tips icon illustration
digitally drawn icon design
icon illustration
digitally drawn icon design
icon illustration
digitally drawn icon design
icon illustration

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