Intro to Project
Little Livewires is an online company focused on empowering new parents of infants with unique sleep needs. I was contacted by a social media manager working with the company, to help create a logo design and brand guide for their social media. The goal of the project was to create a guideline authentic to the mission of the company while also standing out against competitors in the business of sleep advice.
As a highly educated academic and a mother with two children, the client’s educational background and personal experiences are the voice of the Little Livewires’ brand. For this reason, I wanted to emphasize trust, grounding the design in simple geometric shapes and a structured framework for the brand. I wanted it to be easy for new parents to see a Little Livewires social media post and immediately find it relatable.
Color Palette
One of the challenges of this project was navigating how to visually highlight alertness within sleep. The client’s existing color palette had no references to colors associated with sleep, which made it difficult to immediately place the intention of her company. Colors associated with sleep are usually deep muted blues, soft, and soothing. I wanted to make it easier to associate Little Livewires’ with sleep coaching while simultaneously focusing on alertness for sleeping infants. From this, I created a color palette composed of invigorated bright & playful colors, including highly saturated blues, to communicate the specificity of the brand.
Logo Design & Typography
Livewires is a term coined by the company owner to describe infants that are excited or awake at night when they should ideally be sleeping. For the logo, I hoped to communicate this definition through the stars, each representing an infant with unique sleep needs, high or low energy.
For the typeface, I chose a traditional serif font, purposefully all lowercase. The lowercase design is soothing while also holding a heavy connotation for young children or infants.
Social Media
For social media usage, I sourced high-quality stock imagery that focused on a wide breadth of emotional journeys through parenting. I wanted the images to communicate a judgment-free space for struggling new parents. Using the color palette and shapes used in the logo design as a blueprint, I created a few different social media templates and guidelines for Little Livewires to use to grow their audience and assert their focus on infants who struggle to stay asleep at night, offering new parents insights on how to catch a break.
