Parent Share

Summary

Co-Working for Parents

Parent Share is a co-working space that caters to working parents in San Diego, CA. Parents are provided with the support to have their children accompanying them while working or studying in a safe environment to help balance family and work life. Parent Share provides age-specific support from infant to early beginners making it possible for working parents to be present. As part of the design brief Parent Share requested a brand refresh which included a new logo, identity, print collateral, website, social media and environmental design.

Process

Thinking About Mascots

Parent Share’s target audience are parental figures and guardians seeking co-working environments in addition to valuing time with their children. Parents are supported and celebrated alongside similar families.
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The challenges of this project included creating an identity that appeals to not just professional working parents, but also to children. The voice and image of the brand centers children just as much as parents center their children in their lives. Other considerations taken were the use of photography representing diverse children and families, the creation of a mascot character, incorporating primary colors to the brand, and execution of an identity that differentiates Parent Share from existing co-working spaces.

Process

Thinking About Mascots

Parent Share’s target audience are parental figures and guardians seeking co-working environments in addition to valuing time with their children. Parents are supported and celebrated alongside similar families.
‍
The challenges of this project included creating an identity that appeals to not just professional working parents, but also to children. The voice and image of the brand centers children just as much as parents center their children in their lives. Other considerations taken were the use of photography representing diverse children and families, the creation of a mascot character, incorporating primary colors to the brand, and execution of an identity that differentiates Parent Share from existing co-working spaces.

Solution

A Child's Perspective

For the parent share logo I decided to focus on a simple wordmark that is clean, professional and approachable. The typeface I chose for the wordmark has humanist qualities with soft serifs that evoke warmth and trustworthiness. The words “parent share” are nestled close together symbolizing unity and echoing the embrace of a parent towards their child. The tagline is set in a sans serif font that has curved fun forms to it which paired with the serif of the wordmark brings an element of fun and youth to the brand.

As part of the brand’s system I developed mascot characters which appear throughout the brand in different situations and poses. The main brand mascots represent the parent child, named "Patt and Sammy" names that are gender non-specific and also inspired by the P and S initials of the brand name. A secondary set of characters were also developed to create a cast of friends for Sammy.

From the mascots a curly pattern was derived for the brand that like the mascot interacts with brand elements throughout.

Solution

Creating Memories

The color palette that I chose consists of a bright energetic orange and bright purple paired with a cool light green, the colors are fun and contemporary taking inspiration from daycare murals and cartoons. These colors also allow for the brand to differentiate itself from competition within the co-work space. Overall, the brand has a fun and exciting vibe with a focus on what a child would enjoy to see, drawing from my own memories as a child and the spaces I still remember to this day.