Better Beginnings is a WA wide literacy program designed to support families and communities in building literacy skills for children. Propose a new brand identity for Better Beginnings that encourages and instills confidence in parents to start reading to their kids from birth.
The new brand is an evolution of their current identity. Retaining recognisable visual elements but modernising them to appeal more to young parents and soon-to-be parents, the identified target audience. The new logo visually communicates the intentions of the brand as a literacy program, so that it relates to the brand, rather than just being a butterfly symbol. Based on a deconstructed letter ‘B’, the new logo mark can be interpreted as an open book, visually linking it to reading, or a butterfly, visually associating it to the original brand. The main intentions of the brand is to make parents aware that reading to their children from birth is essential for their development. The new brand addresses this through the use of simplified butterfly egg shapes, which not only symbolises the beginning of a child’s life (as a baby), but the start of their development. Extended into the graphic elements of the brand, the various sized egg shapes represent the diversity of backgrounds each child could come from and their different beginnings. Each of the egg shapes has been adapted into characters which can be used across all branding material, encouraging parents to interact with the brand together with their children.