Project overview
The challenge
With an app at the core of Roam, the brand needed to translate seamlessly across both digital and print. It had to feel just as strong on a mobile screen as it did across social media, signage, and printed collateral.
Renata also wanted the brand to feel instantly recognisable and engaging for families, something that would stand out in a crowded space while still feeling approachable and easy to use.
Your approach
Drawing inspiration from a bold 90s design aesthetic, I crafted a playful and personality-led brand identity that captures the energy Renata brings to the business.
The logo became a key feature, with the “R” inspired by a slide, a subtle nod to fun, movement, and adventure. The logotype itself was hand-drawn to give it a unique and personal feel, setting the tone for the wider brand.
From there, I developed a suite of illustrations, patterns, and custom characters that bring the brand to life across every touchpoint. These elements were designed to feel consistent, recognisable, and full of energy, whether used in the app, on social media, or across printed pieces like flyers, signage, stickers, and merch.
The UI design played an important role in ensuring the brand translated seamlessly into the app experience, creating a cohesive journey from discovery on social media through to in-app use.
The result
The result is a bold, playful, and highly recognisable brand that connects with families and brings a sense of fun to every interaction.
Roam (with kids!) now has a cohesive and flexible brand system that works across digital and physical spaces, supported by a growing library of illustrations, characters, and branded assets that continue to expand as the brand evolves.
