Tiny Hearts
A calm and clear rebrand for Tiny Hearts with a focus on empowering new parents at every level.
Our new brand strategy and visual identity for Melbourne based Tiny Hearts aims to calmly empower, support and nurture so new parents never feel alone. ‘We are by your side, when you need it most’
Tiny Hearts, offer courses and products that support new parents during the often daunting and isolating days, months and years around childbirth … from life saving first aid for babies and children to restorative and caring products for new mothers.
Founded by a paramedic and her sister the brand was born with a focus on life saving first aid for babies and children. When we were first engaged Tiny Hearts was evolving fast and now the aim was to take the idea of supporting parents way beyond just first aid training and products. The old brand identity no longer fitted with a new vision and lacked the confidence and clarity needed to move forward. The new branding marks a new chapter in Tiny Hearts and will see them support parents at every step of their journey.
To help Tiny Hearts consolidate, re align and grow, we created a simple guiding strategic statement: BY YOUR SIDE WHEN YOU NEED IT MOST.
This statement would be at the heart of what Tiny Hearts stands for and would critically allow the company to expand and flourish. It is designed to guide and give confidence to all elements of the future business, be that the selection of new products and services, the nurturing of office culture or the creation of marketing and branded touch-points. It would dictate design and marketing at every level.
The new branding helps relay this core strategy thanks to calm, soft tones of colour and copy that comforts and reassures like a supportive grandparent would. Clear easy to use instructions on packaging, and a bold website layout, mirrors the clear, confident authority of a health worker or paramedics verbal guidance.
The bespoke script word mark is modern, human and full of character. The “hugging” ligature at the centre, with a comforting ‘H’ and supportive ‘y’, symbolises the company values. While the “Cradling” Heart icon has been carefully crafted to subtly portray an outstretched helping hand and a parent cradling a child. In line with the hand-drawn style of the word mark the icon is made from flowing, calming curves.
All of these elements come together to create a distinctive identity led by a simple yet powerful promise, that Tiny Hearts will be there, for the parents, at every milestone.
“From the first flicker of their heartbeat to the first tumble, we’re with you”
The new branding helps relay this core strategy thanks to calm, soft tones of colour and copy that comforts and reassures like a supportive grandparent would. Clear easy to use instructions on packaging, and a bold website layout, mirrors the clear, confident authority of a health worker or paramedics verbal guidance.
The bespoke script word mark is modern, human and full of character. The “hugging” ligature at the centre, with a comforting ‘H’ and supportive ‘y’, symbolises the company values. While the “Cradling” Heart icon has been carefully crafted to subtly portray an outstretched helping hand and a parent cradling a child. In line with the hand-drawn style of the word mark the icon is made from flowing, calming curves.
All of these elements come together to create a distinctive identity led by a simple yet powerful promise, that Tiny Hearts will be there, for the parents, at every milestone.
“We really wanted to take what we do to the next step, to be there in every possible way for Tiny Hearts parents. We were already regarded as the experts in that educational space and we were just constantly questioning how can we do more. This rebrand represents that journey from where we are to where we’re wanting to go. It’s making me emotional. It’s so beautiful, it’s so elevated, I am so proud of it.” Nikki Jorcutz, CEO
