I was commissioned to develop a cohesive brand architecture for Christ Church London’s younger generations. The challenge was to create a "growing" identity—one that feels accessible to toddlers yet retains credibility for teenagers.

The system centers on the typeface Piepie. Chosen for its inherent playfulness, it acts as a versatile anchor. For the Kids' identity, the type is paired with energetic graphic elements and a primary-driven palette to maximize fun.

To bridge the gap to Youth, the identity matures: the logo shifts to uppercase and introduces distressed motion for an edgier, more expressive tone. While bold color remains a constant, the youth system incorporates gradients and grainy textures to add the depth and visual weight necessary for an older audience.