Challenge: Undercover Mama is an awesome company that has been supporting and serving mothers for about 10 years. They have great brand recognition, loyal returning customers, and a one of a kind patented product. They came to me when they felt their branding was a little outdated and was not aligning with the amazing brand they had become. Because of this, they were being perceived by some as a small company rather than the established brand they had been working to build. Their branding was also holding them back from creating new content that connected with their audience and told their brand’s story.

Solution: Since they had such great brand recognition, I wanted to be sure to build upon what they already had and just make improvements. I was careful to take the visual elements from their current branding that were working, and leave behind the elements that weren't serving them anymore. The buzzwords we came up with in their strategy session were: functional, quality, essential, fun, comfortable, cozy, cute, momiform, staple, basic- in a good way. For their logo, I incorporated the boldness of their old branding that was working for them while also adding a softer, sort of signature to bring in the femininity and the higher-end fashion vibe.

They also needed some help cleaning up their hang tags and explaining how to use the hook/loop in the simplest way. So I incorporated they new branding into their hang tags, cleaned up the messaging and created illustrations to explain how to wear the clothing at a glance. I love the way all of these elements turned out and work together to create a beautiful brand identity!