Branding for Tales of Sleep by sleep coach Julia

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Julia's old branding (last slide) was full of playfulness and stories around baby sleep and the challenges it brings with it. She wanted to maintain the vibe but make the design stronger. We met over tea and discussed how we can keep it soft, playful, peaceful and still convey the strength of her expertise.

The idea came from kid's story books of using cutouts and felt materials to add a textural component to this branding. Julia came through with very clear concepts, asks and brief. We went back and forth about the elements and what should be the focus of the branding. The result is so cute and lovely that I struggled with picking my favourites and decided to group the Brand Kit in to a GIF cause I couldn't keep it out. Parts are also from Julia's presentation as a sleep coach. My collaboration with Julia will continue over to building her website that will now be informed by this brand system.