A new app dedicated to empowering parents of colour with practical postnatal education needed a brand identity that balanced scientific credibility with cultural warmth, alongside a full visual and content system to support its launch across digital and social platforms.

Where most parenting resources take a one size fits all approach, Awékind centres the lived experience of parents of colour. Their USP is the fusion of culturally relevant, faith and tradition aware content with rigorous, evidence based postnatal education, delivered in a way that feels like support from someone who truly understands.

Awékind needed an identity that could hold two things at once: the warmth and trust of community wisdom, and the credibility of science backed information, without either feeling diluted. The brand also needed a flexible visual system that could scale across an app interface, social content, and community facing materials from day one.

The icon mark became the heart of the identity, a swaddled baby paired with an infinity swirl cutout, symbolising new life, nurturing, and the ongoing connection between cultural wisdom and scientific knowledge. A custom modified script brought warmth to the primary logo, paired with a secondary square mark and circular badge for app icons, social avatars, and community seals. The colour palette, Kindled Fire, Warm Crust, Earth's Stone, and Village Edge, was drawn from warm, earthy tones that feel grounded and inviting. Intro Rust gave headings a sense of authenticity and groundedness, while Inter kept body content clean and highly legible. Imagery guidelines centred on authentic, diverse representation and genuine moments of connection, and a social media content framework built around three pillars, Nurture, Love, and Bond, ensured every post felt like a natural extension of the brand's voice.