“Whirligig” is a fictitious children’s clothing brand that aims to create comfy and playful gender-neutral clothing so that children can focus on learning, playing, and growing. Their target audiences are children ages 1 through 12 years old, and their middle to upper class parents. I have been tasked with creating a brand identity and clothing tag system that differentiates them from competitors, speaks to their ideal demographic, and aligns with their values.
Whirligigs, or helicopter seeds, are seeds that fly off of trees to repopulate and spread. They are a symbol of new beginnings and growth. To align with their core message, Whirligig’s visual system merges lines and shapes to represent the growth and progression in a child’s journey to growing up. The colors are bright, bold, and playful, being careful to not learn too feminine or masculine, while the typography was chosen to feel bold and playful.