generation
kind
Amie reached out when she was preparing to launch Generation Kind. She had the vision of building a business that empowered neurodivergent children through play, but her visual identity was stuck in a DIY Canva loop. She knew that to launch a brand centred on expert guidance and premium play packs, she needed a professional foundation that felt as fun and inclusive as the mission itself.
the backstory
By pairing playful, custom typography with that friendly "brain" mascot, we created a visual identity that feels both neuro-affirming and incredibly approachable. It’s a brand where every shape has a place, reflecting a world where every child's unique strengths are celebrated.
the logos
the palette
The creative direction was built entirely around the power of play. We moved away from the cold, clinical feel often found in the intervention space and instead built a world of soft colours and a collection of whimsical character shapes.
the brand breakdown
“I’m absolutely in love with everything you have created.”
the socials
