WHO ARE HUSH LITTLE BABY?
Hush Little Baby teach early childhood music classes in childcare centres and community spaces around Brisbane. It is the brain child of the fabulous Jennifer Teh, a lecturer, adjudicator, musical director and professional singer who has devoted her life to music education. She is seriously passionate about children experiencing music from a young age and I was totally blown away learning all about the amazing benefits of music during the project!
Hush Little Baby had been operating for a number of years without a fully fleshed out brand identity. Like many businesses, they had a logo developed, to get them up and running, and that’s where the branding process pretty much started and stopped. As a result, we immediately identified through a branding health check that they were using a lot of different colours, fonts and graphics that felt a bit jumbled and unintentional.
Director Jen was ready to grow into the next exciting phase in her business development with the goals of hiring more staff and expanding her community locations. She knew she needed the right branding to take her there, and I was so thrilled to be part of the journey!
One of our goals was to better reflect the world-class quality of the Hush Little Baby program. This is a key point of difference for them. Jen is seriously qualified and doesn’t take lightly the task of putting together early childhood programs which are age-appropriate, educational and full of benefits (think: motor skills, language development, confidence, patience, co-operation, listening skills, movement and co-ordination skills, memory skills, self-esteem, creativity, bravery and of course lots of FUN!).
It is such a common thing to see absolutely amazing businesses, who deliver out of this world value, but their brand image is out of alignment with their quality. I always say that it’s not enough to be fantastic at what you do, you first need to get people in the door with a great first impression that actually reflects what they can expect. After all, branding is setting up a promise to the viewer about what you’re going to deliver, so it’s vital there is congruency.
WARMTH + APPROACHABILITY
Just as important as their quality, was their warm, welcoming and nurturing approach. I loved hearing that Hush Little Baby teachers learn and use EVERY child’s name and often know individual children’s favourite songs, colours, toys and activities. Jen and her hand-picked tertiary qualified, professional singer teachers are so committed to creating a really welcoming, caring space for children and parents.
Only problem? Once again their brand identity didn’t exactly reflect their personalities and approach. I quickly identified that the branding featured a lot of blacks and greys, including black and white photography, which really took the brand in a dreary tone which didn’t reflect the soft, nurturing implications of their beautiful name.
We knew it was time for an overhaul, so they could finally have branding they were proud of, and which representing the real Hush Little Baby.
THEIR HEART & SOUL
During our “heart and soul” phase, I discovered that Hush Little Baby had such a beautiful and meaningful message and values. But these aspects weren’t coming across in their previous approach to branding and marketing. Here’s a snippet from their beliefs that we worked on:
We believe that music education isn’t just about the technical skills. A true understanding and love of music comes from having the music within you. Having it belong to you. Sometimes you hear a song and it’s as if it were written for you. It resonates so deeply that you listen to it until you know it inside-out. You can tap the rhythm, sing the melody, anticipate the changes in instrumentation and sing all the words, and all the while you are being affected deeply by the music. The song becomes an internal part of you, rather than being something separate and external from you. That’s when the song belongs to you. We believe that every child deserves to have music belong to them because it is a gift that lasts a lifetime.
Quality Classes Delivered With Warmth
With the essence: quality classes delivered with warmth, we knew the identity would need to strike a fine balance between professionalism and approachability with the design.
The Hush Little Baby logo represents the softness, love, warm and quality quintessential to the Hush Little Baby class experience. A gorgeously flowy script style, which conveys the rhythmic feel of a lullaby and has a sense of quality. An adorable children-friendly little bird ties into the singing theme. A little music note and love heart are sung from his upturned beak convey the joy music and the Hush Little Baby classes bring.
THE BRAND STYLE
A warm, friendly approach to the brand style was created through friendly, modern fonts, various unique illustrative elements placed in a random, flowy way, gorgeous watercolour textures bringing depth, and a focus on light, bright full colour photography.
By developing a set system for their visual elements, Hush Little Baby have been able to create a more professional, dependable image and build trust with their audience. Jen has seriously taken consistency to heart since our work together and has shared so many amazing photos with me of how she’s colour co-ordinated everything from lollies at a trade fair, to her nails and clothing in her brand colours. Her enthusiasm and quick action getting the finalised brand launched out into the world has been amazing to see.
“Working with Emma has been one of the best investments I have made for my business. She is passionate, thorough and exceptionally good at branding and design.
— Jennifer Teh, Hush Little Baby