Case study · Brand identity
MomsGenie: An identity built to work beyond the logo
MomsGenie is a hyperlocal app that brings mothers handpicked products and services, from urgent school supplies to birthday gifts. Branditify redesigned its logo and built the identity around a genie called Wishie.
The project
A brand for mothers that had to feel caring and fun at once
MomsGenie started from one mother’s idea: make everyday life easier and more joyful for other mothers.
MomsGenie brings handpicked products and services together in a hyperlocal app that mothers can trust, from urgent school supplies to thoughtful birthday gifts. Everything it offers is chosen from a mother’s point of view.
Branditify’s scope was the logo redesign, the brand identity and the design elements that carry it. The identity had to appeal to mothers, show trust and care, and still be fun. The genie is how it does all three.
The finished identity does not depend on the logo being present. The character, his eyes, the monogram and the colours can each stand in for the brand, so a notebook cover, a sheet of gift wrap or a tiny app icon still reads as MomsGenie.
What did Branditify do for MomsGenie?
Branditify redesigned the MomsGenie logo and built its brand identity: the Wishie character and his expressions, the wordmark in four colours, an MG monogram with app-icon versions, and design elements applied to stationery, gift wrap and printed flyers.
Was MomsGenie a branding project?
Yes. The scope was the logo redesign, the brand identity and the design elements around them. Everything on this page is brand work.
The project at a glance
- Client
- MomsGenie
- Project type
- Brand identity
- Category
- Hyperlocal app for mothers, from school supplies to birthday gifts
- Scope
- Logo redesign · Brand identity · Design elements
- Character
- Wishie, a genie with thirteen eye expressions
- Applications
- Stationery, gift wrap, printed flyers, app icons
The logo, before and after
The genie leads
In the old logo the genie floated beside the name. Now Wishie comes first and the name follows him.
A simpler name
The apostrophe and the lamp inside the letters went. MOMS GENIE now sits on two lines of heavy capitals, magenta over sky blue.
A simpler character
The detailed genie became Wishie: a rounded blue figure with big white eyes that stays recognisable when small.
From mark to system
Take the logo away, and it still looks like MomsGenie
The identity works as a kit of parts. Each part can carry the brand on its own, which is how it moves from a business card to gift wrap to an app icon without losing its face.
The wordmark
MOMS GENIE in heavy, rounded capitals on two lines. It holds up in a single colour, as on this cover.
Seen onCover · business card · card sleeve
The character
Wishie: a blue genie with big white eyes and a navy topknot. He leads the logo and turns up on almost every piece.
Seen onLogo · stationery · notebook · flyers · gift wrap
The eyes
Wishie’s eyes carry his mood. Thirteen expressions let the brand show a feeling with nothing but two white shapes.
Seen onThe Wishie Emotions set
The voice
Big, loose lettering and a thought bubble. Wishie gets lines as well as poses: “I can see you.”
Seen onBrand lettering
The monogram
MG, with Wishie’s face standing in at the smallest sizes: four app-icon versions and a browser-tab icon.
Seen onApp icons · browser tab
The pattern
Wishie repeated among presents, hearts and envelopes. The brand becomes a surface, here a sheet of gift wrap.
Seen onGift wrap
- Magenta#DD4195
- Sky blue#26A8E2
- Yellow#FFD304
- White#FFFFFF
The colours
Magenta, sky blue and sunshine yellow, with white. Sampled here from the delivered artwork.
Seen onEvery application
The colourways
The wordmark in four colours: white, magenta, dark navy and sky blue.
Seen onWordmark versions
What did the MomsGenie identity include?
A redesigned logo, the Wishie character and a set of his expressions, the wordmark in four colours, an MG monogram with app-icon versions, brand lettering, a gift-wrap pattern, and the stationery and print pieces that use them.
How is the identity carried across applications?
Through its parts rather than the full logo. On the stationery Wishie peeks in from the edge of each card, the notebook shows only the top of his head, the gift wrap repeats him, and the app icons shrink him to his face.
The identity in use
Wishie peeks in from the edge of almost everything
Across the stationery the character rarely appears whole. He peeks in from an edge or a corner, which makes every piece feel like part of one family.
In print
The flyers are the busiest pieces: product photos, offers, categories and a QR code. The same magenta and sky blue hold them together, with Wishie and the logo at the foot of each page.
What was delivered
The identity, and the pieces that carry it
Everything listed here is visible in the delivered artwork shown on this page.
- A redesigned logo: Wishie beside the stacked MOMS GENIE wordmark
- Wishie, the brand character, with thirteen eye expressions
- The wordmark in four colours
- An MG monogram and four app-icon versions
- Brand lettering in the character’s voice
- Stationery: business cards and sleeve, QR cards, envelope, notebook
- A gift-wrap pattern
- Printed flyers
Did Branditify build software for MomsGenie?
No. MomsGenie reaches mothers through its own hyperlocal app, and the identity includes app-icon versions of the monogram for it, but this project was the brand, not the app.
Which Branditify service does this work prove?
Branding & Identity: logo design and redesign, identity systems, brand characters and the design elements that apply them.
Can Branditify build a similar identity for another consumer brand?
Yes. A consumer brand that has to show up on many small surfaces, from cards and packaging to app icons, is exactly what a kit like this is for. Tell us about your brand through the enquiry form.
Related at Branditify
The service behind this project
Questions
About this project
What did Branditify do for MomsGenie?
Branditify redesigned the MomsGenie logo and built its brand identity, including the Wishie character, the wordmark colourways, an MG monogram and the design elements used on stationery, gift wrap and flyers.
Who is Wishie?
Wishie is the MomsGenie brand character: a blue genie with big white eyes. He leads the logo, has a set of thirteen eye expressions, and appears across the stationery, gift wrap, flyers and app icons.
Was this a branding project?
Yes. The scope was the logo redesign, the brand identity and the design elements that carry it.
Did Branditify build the MomsGenie app?
No. The identity includes app-icon versions of the MG monogram, but the app itself was not part of this project.
Which Branditify service relates to this work?
Branding & Identity, which covers logo design and redesign, identity systems, brand characters and brand applications.
Can Branditify create a similar brand system for my business?
Yes. Tell us where your brand has to appear through the enquiry form, and we will reply with how we would approach the identity.
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Need a brand that works beyond the logo?
Tell us where your brand has to show up, and we will reply with how we would approach it.