Bringing the magic to party planning
After designing and planning beautifully styled parties for her own children with resounding success, mum Nalini Raman realised that hosting a child’s party is actually a bit of a headache for many time-poor parents. She set out to bring her magical children’s parties to the wider community, taking care of every detail from start to finish. The birthday family and their guests just need to turn up and enjoy the day, without lifting a finger!
Armed with a bucketload of zest and enthusiasm, Nalini approached Beehive Green to brand her business, Party Genie, in a way befitting of her ‘wow-factor’ celebrations.
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Nalini knows Party Genie’s market inside out, and the Asian community (who like to celebrate in a big way!) are a core part of that audience. For Party Genie’s clients, these celebrations are eagerly anticipated as an opportunity to meet up with (and impress!) both friends and family. To appeal to them, it was vital that the brand created the right sense of status, style and quality.
With Party Genie as its name, there was also no doubt that the new identity needed to reflect the brands’ magic. Keeping this in mind, I set out to enchant Nalini’s target audience with visual elements that create a look that’s elevated and welcoming.
The wordmark logo comprises elegant lines and subtle flourishes, and introduces a sparkle detail that’s carried through the entire brand to sprinkle a touch of magic. Inspired by the mystical northern lights and starry skies, the colour palette has a calm and uplifting vibe that captures the Party Genie spirit. The addition of a typewriter typeface gives a nod to the practical, organisational side of things, and hand-drawn iconography and illustrative patterns add to the personalised brand experience of making magical memories.
This brand aesthetic for Party Genie is elegant and playful, designed to catch the eye of people looking for the very best. It’s magical, but not twee or childlike. The stylish look sets the bar high, but still communicates the energy that makes this brand special. I had great fun working on this sparkle-filled project and look forward to seeing the celebratory magic of Party Genie spread far and wide!
Branding photography by Alison Burrows
Sector
Lifestyle
Services
Brand identity
Print design
Digital design
Creative direction + design
Andrea Boughton
“Highly recommend!!! It’s been an absolute pleasure working with Andrea. She goes above and beyond in not only understanding your business and your brand, but also your target audience, what your goals are, how you as a brand would like to be perceived etc. She marries you and your brands personality beautifully.”
— Nalini Raman, Founder, Party Genie
