Just like Mum is a Nanny service that needed a refresh. The main values that needed to shine through were trustworthiness and warmth, as any parent needs reassurance when not around their child. I conveyed this in a more down to earth, personal style of writing and imagery, with playful elements and cheerful yet calming colours.
The logo is aimed at a predominately female audience so it’s quite feminine, again very warm and comforting. With a personal touch as it’s illustrated.