Colorful illustrated celestial elements and abstract shapes on a light background, with the partially visible text 'wonderbefor'.

Transforming boredom into creative wonder

Wonderbefore is a screen-free audio storytelling platform for children aged 5–8, created to transform the overlooked, in-between moments of childhood into space for imagination. Rather than filling every quiet moment with entertainment, Wonderbefore embraces boredom as the place where children begin to generate their own ideas, giving their minds room to wander and create.

I created an identity that captures that gentle space between stillness and imagination, balancing the reassurance parents need with a visual world designed to spark curiosity in children. At its heart is the idea of imagination grounded but soaring, brought to life through the kite symbol, expressive illustration and a colourful brand world filled with small moments of discovery.

Wonderbefore

Project Scope: Brand Strategy · Brand Identity · Illustration · Social Media Templates

A colorful diagram illustrating the connection between emotions, creativity, mindfulness, imagination, grounding, and presence, with playful icons such as a heart, a cloud, and a smiling face.

Giving imagination space

At the heart of Wonderbefore are the Four Acts of Imagination: Feeling, Making, Listening and Wondering. Together they create a framework for stories that gently support emotional literacy, creative confidence, mindful presence and curiosity, while still leaving enough space for children to follow their own thoughts.

That balance became central to the identity too. The brand needed to capture the possibility of imagination without becoming visually overwhelming, creating something children could feel excited by while parents could trust. The kite became a natural symbol for this idea, with each of its four sections representing one of the Four Acts and its string grounding all that possibility back to the child below.

Screenshot of a podcast titled 'Wonder Before' on a mobile device, with illustrations of a bug, a constellation, a pencil, and flowers around the screenshot.

Kind words from the client

  • Working with Emma on the brand identity for wonderbefore was one of those collaborations where you realize the right designer doesn't just make things look beautiful. They actually listen deeply enough to capture what you're trying to say before you've fully said it. I came to Emma with a concept that lives in a really specific space, not quite entertainment, not educational, something quieter and harder to pin down. She took the time to truly absorb the vision and translated it into a brand that feels exactly like what wonderbefore is: warm, spacious, and full of wonder. Every detail felt intentional without being overworked. Her process was thoughtful and collaborative, and she brought ideas I never would have arrived at on my own. If you're looking for someone who treats your brand like it matters, because it does, Emma is who you want in your corner.


Building the brand

The visual identity creates a world where imagination can appear almost anywhere. Hand-drawn characters, curious objects and playful symbols turn everyday details into little starting points for stories, giving children things to notice and wonder about. Illustration becomes a language for the brand, helping Wonderbefore feel expressive and full of possibility without losing the sense of calm at the heart of the experience.

The wider system gives those ideas room to grow across the brand. The illustration library can be combined into rich patterns or used as individual details, while the logo suite and colourful palette keep everything recognisably Wonderbefore. Together, they create an identity that can expand alongside new stories and experiences while always returning to the same idea: giving children a little more space to wonder.

Colorful illustrated children's book cover titled "Wonder Before" with playful drawings of stars, moon, rainbow, a jar filled with stars, a smiling pencil, a watering can, and gardening tools on a light green background. The subtitle says "What happens in your child's brain when they're bored?" and a pink button reads "Let's learn together!" with an arrow.
A cute, cartoon-style bee with a yellow head, pink and orange wings, and a striped blue abdomen flying with dashed lines indicating flight path.
Three digital illustrations of social media posts on parenting and children, with colorful backgrounds and text, set against a lavender background.
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