Bath Babies — Brand Identity & Ongoing Design

Overview
Bath Babies began with a strong idea, valuable content and a clear sense of purpose — but needed a visual identity that could bring it all together.
Working with founder Jo Wilson, I developed the brand from the ground up and have continued supporting it as it has grown across books, training materials, parent resources, marketing and digital communication.

Challenge
Bath Babies needed to speak to two audiences: parents looking for warm, reassuring guidance and professionals engaging with its educational resources and training.
The identity therefore needed to feel nurturing and approachable without losing credibility — and be flexible enough to work across a growing range of applications.

Approach
I created the visual identity, including the logo, colour palette, typography and supporting graphic language, then developed that identity across the many ways people experience the brand.
From book design and educational resources to certificates, printed material and social media, each piece is designed to feel unmistakably Bath Babies while serving its own practical purpose.
As our relationship has continued, the brand has been able to evolve without losing its visual consistency.

Result
Bath Babies now has a distinctive visual world that reflects the warmth and care behind the business and provides a strong foundation for everything it creates.

What began as a brand identity has developed into an ongoing creative partnership — allowing Jo to bring new ideas to me knowing I already understand the business and how they should fit within the brand.