Tiny Feet Brand Story
I’m excited to share this branding project on the blog today. Tiny Feet Early Intervention has been in business over one year now and is thriving!
I was beyond thrilled when, in 2016, Brittany Zeller—one of the most upbeat and encouraging people I know—asked me to partner with her to design a logo and brand identity for her company, Tiny Feet.
Being a part of the business start-up process is exciting for me as I get a front row seat to watch the progress each client makes and follow along as they build and grow their business. Being a part of Tiny Feet’s story has been a privilege, and I can’t wait to see what’s in store for Brittany and her crew in the coming years!
Let’s dive into Tiny Feet Early Intervention’s branding story!
The infamous check List
Brittany can testify that starting an early intervention company—or any company—is no easy task.
In 2016, Brittany began the process of opening Tiny Feet Early Intervention. Early interventionists help children with special needs meet important developmental milestones by equipping the whole family with learning strategies and professional services.
Every business start-up has a long list of to-do’s to get off the ground. Applying for licenses and permits, setting up business accounts, and finding an accountant are just a few of the things on the “start your own biz” checklist.
Along with the usual start up tasks, early intervention companies like Tiny Feet also have an additional set of state regulations and applications they must tackle. It would be a complicated year-long process for Brittany before she could get Tiny Feet open for business.
While many of the items on Brittany’s checklist seemed to involve waiting (sometimes for months) on things she couldn’t control, “Have logo designed” was one thing she could get moving on right away.
Sometimes a logo and brand identity can seem like just one more box to check on a never ending to-do list. Brittany, however, knew that creating an authentic and impactful first impression right from the start would be extremely valuable to her business.
FOR BRITTANY, BRANDING HER BUSINESS WASN’T JUST ANOTHER BOX TO CHECK OFF, BUT AN INTEGRAL PART OF TINY FEET’S FUTURE SUCCESS.
Teaming up with Tarva
Having been friends with Brittany for several years, I was excited when she approached me to collaborate with her on Tiny Feet’s logo. Familiar with some past projects I’d worked on, Brittany knew Tarva would be a good fit to help her create a logo that reflected all the details that would make Tiny Feet a very special company.
“When I was thinking of starting an Early Intervention company,” Brittany said, “I wanted to have a professional but fun look. I wanted people to get to know us and at the same time have a cohesive brand. The more I thought about it, the more I thought [Tarva] would be able to create a logo for us that would do those things.”
At our discovery meeting, Brittany shared with me the in’s and out’s of early childhood intervention. She also shared the spirit that would embody the Tiny Feet brand. It was obvious that Brittany had a great deal of passion and excitement for loving and serving others—especially kids and their families. Before I got to work on the concepts, I helped Brittany set goals for the brand based on her vision.
SETTING CLEAR GOALS AT THE START OF A PROJECT IS VITAL TO KEEPING EVERYONE CENTERED AROUND THE SAME OBJECTIVE.
Our goals for Tiny Feet were threefold:
That the brand reflect the joy and playfulness of the children Tiny Feet serves.
That the playfulness of the brand be balanced with professionalism & trust.
That the logo honor, and center around, the foot prints of Wilton Zeller, Brittany and her husband Peter’s first child.
Brittany and Peter lost Wilton during her pregnancy. You can read about Wil’s impact on Brittany’s life and work on Tiny Feet’s website. Although she already possessed a love for teaching children, Wil’s life fueled Brittany’s desire to create a way she could help other families going through difficult and uncertain times. On the site Brittany writes, “His tiny feet serve as a reminder of how we want to love and serve the families and children in our community.”
I explored numerous styles of logos that ranged from very playful to very professional. I narrowed down the sketches to three concepts that I felt would be the most effective for Brittany's business. These concepts all incorporated the characteristics Brittany envisioned for Tiny Feet, but each spoke to those characteristics in a slightly different way.
From the start, Brittany loved the hand-lettered script I created just for her logo. Paired with Wil's foot prints, it spoke to both her personality and the attitude of her future business. The blues in the color palette—navy and aqua—gave the designs the reliable, trustworthy, and professional feel needed to create the balance we planned to achieve.
We made some tweaks here and there to strengthen the logo for maximum flexibility. Brittany would need to apply to her brand to the Tiny Feet website, employee gear, printed data sheets and stationery. I added two variations of the logo to Tiny Feet’s brand package to give Brittany even more flexibility. Together, we also selected a secondary palette of bright, citrus colors to give Brittany options for making her marketing materials more kid-friendly when needed.
TINY FEET EARLY INTERVENTION IS GETTING NOTICED AND GROWING INTO THE BUSINESS BRITTANY ALWAYS ENVISIONED.
Brittany attributes a big part of her early success and growth to developing a successful visual brand with Tarva Design Studio. She keeps growing because of her team’s excellent service for families in the Upstate of South Carolina. Brittany has received rave reviews on her branding not only from families who have chosen to work with Tiny Feet, but also from South Carolina state employees who have taken notice of Tiny Feet’s growth.
IN Brittany's words:
“Christin really listened. It was both a very exciting and scary time for me with so many possibilities but so many unknowns. She listened to all these random details about who we wanted to be as a company. She put ‘us’ into our logo. It's absolutely perfect. She made this tiny start up have a presence and helped me get all the little details I didn't even know I wanted.”
// Brittany Zeller, Tiny Feet Early Intervention
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