Kids Under Cover

Not-for-profit
Written By Justine Donaldson – Creative Director

Following our work developing the Kids Under Cover brand foundations, we were asked to optimise the brand identity and guidelines. 

The brand was being applied inconsistently and across different touchpoints due to minimal guidance around colour use, fonts, iconography, photography and other visual and tonal brand assets. The logo and core colours (black, yellow and white) were important identifiers for the brand, and needed to be built on - not replaced. 

We reviewed and simplified the existing brand assets by developing clear logo usage rules, and updating the brand font and primary and secondary colours for consistency and stronger engagement. We then developed and applied a new tagline, optimised imagery style, and created a new suite of illustrative icon assets for a more recognisable and contemporary brand. 

Golden-toned photography of two teenage girls smiling at camera next to Kids Under Cover logo and text that reads "Brand Optimisation"
Snippet of old Kids Under Cover brand guidelines
Snippet of optimised and extended Kids Under Cover brand guidelines with new suite of icons, photography guide and clarified colour palette
Considered and flexible suite of assets including icons, text holding devices and permanent marker-style lines for emphasis
Suite of branded templates to empower internal team use of optimised visual identity
Brand story next to suite of instagram post designs sharing family stories and important statistics
Flatlay of optimised Kids Under Cover brand guidelines
Justine Donaldson – Creative Director https://cuplastudio.co
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