Nanny Porter connects families with highly professional, private nannies. They needed a brand that felt both trusted and elevated—premium but never cold, and playful without tipping into cliché.

I created a visual identity, starting with a custom wordmark in a serif that nods to tradition while introducing gentle quirks in the letterforms. The logo has a sense of organised chaos, as I saw each letter as a child. A standout detail, the 'e', was redrawn to resemble a laughing child, giving the brand a distinctive mark that doubles as a symbol and pattern element. It became the foundation for a playful polkadot motif used across all touch points.

The tone of the identity hinges on restraint and detail—letting one charming letterform bring all the personality. The laughing 'e' is used flexibly across the brand, adding just enough play to an otherwise composed identity. Every decision was about balance: premium but personable and playful.