The Vooks Brand Guide
As Vooks expanded into new products, partnerships, and distribution opportunities, I helped create a unified brand system—remaining playful for kids while building trust with parents, educators, and business partners.
My Contributions
Brand Strategy | Visual Identity | Illustration Direction | Typography & Color System | Feature Branding
About The Project
The Problem
As Vooks expanded across product offerings, marketing, partnerships, and new distribution opportunities, the brand needed a clearer and more cohesive identity. Teams were creating assets across many contexts, but lacked a single source of truth for how Vooks should look, sound, and feel.
The Goal
Create a flexible brand system that:
feels imaginative and joyful for kids
builds trust with parents and educators
supports partnerships and B2B conversations
scales across products and future initiatives
The Result
The guide became a shared resource across teams and helped establish Vooks as a thoughtful, mature brand with a clear identity and consistent voice.
Design Principles
Playful, but not chaotic
We wanted Vooks to feel imaginative and exciting for kids without becoming overstimulating.
Built for trust
Parents and educators are as important as children, so the brand needed warmth and credibility in equal measure.
Story first
Every element, from typography to photography, supports the wonder and emotional connection that stories create.
Collaborators
Copy & Messaging: Melissa Andersen, VP of Marketing
Strategy & Values: Joey Jenkins, CEO
