The project aimed to refresh the visual identity into something more engaging and accessible for children while maintaining clarity and trust for parents. I designed a simple, modern, and friendly identity with a subtle playful tone to increase engagement across both audiences.

Together with the John Weston Group team, I was involved in the development of a broader storytelling and communication strategy for the brand. I gained experience observing how engaging slogans and messaging were created and applied across different touchpoints, including printed clothing for children and more scenic, narrative-driven visual compositions. This process helped me understand how identity can extend beyond visuals into storytelling and real-world applications and future strategy.

In addition, I created a high-quality AI-generated photo library powered by Midjourney, to support the visual system and replace a traditional photo shoot, which was outside the client’s budget while still maintaining strong and consistent brand imagery.

The result is a refreshed identity supported by a cohesive storytelling system that makes the foundation more engaging and approachable for children while remaining trustworthy for parents. The combination of visual identity, slogans, and AI-generated imagery created a scalable and cost-effective brand world with a strong emotional and narrative layer.