The logo - made up of building blocks, creates a clear, colourful and easily recognisable identity that links in well with the child and baby related theme of the company. With vibrant colours, an illustrative style, endearing rather than sentimental pictures and a friendly tone of voice, the branding developed creates personality, making it more fun and visually more appealing than the usual clean and clinical look. This branding was then rolled out across a range of stationery, advertising, literature and a website, linking all the elements together in an easily identifiable manner.