After the pandemic hit, Jaime wanted to find a way to counteract the isolating effects of social distancing on teens. Moon Child Academy was born. With that, a form to teach teens how to process feelings and build healthier relationships within their lives.
Jaime reached out with the desire to visually bring the idea to life. This was my first invitation to create a brand from scratch, and my first instance of take on the task of encompassing a brand visually. I'd had a plethora of micro-versions of creating brands for clients at work; a logo, maybe a color scheme here and there. But never a full attempt of a brand ideation and subsequent identity.
Initially, I started with some pretty expected ideas; all incorporating a moon. The three stars was really the only logo element that was required from Jaime, as it represents her family. We can also see the initial phases of the handwritten typeface forming.
Here, I continued to refine the typeface. This was the first time I'd ever tried undertaking a
logo-worthy, hand drawn typeface.
logo-worthy, hand drawn typeface.
Then, some real ideas started taking form. While the left, shown in its fundamental form showed promise, the right was closer to what I envisioned to represent the brand of Moon Child. Waves. A concept I certainly can relate with in regards to mental health.