Here are some images and portions of the process to generate the final logo. The key attributes the branding and logo had to consist of is: fun, clean, legible, kid friendly, traditional, modern and a personal storyline. 

 

There a few images showing a 'mind map' or 'cx flowchart' breaking down the important of the brand. A bit of the behind the scenes process. 

Logo grid and measurement exploration

black and white color study

 

Brand identity (post cards + business cards) and potential landing page.