NEW MOM
ON THE BLOCK
SCOPE ʘ BRANDING & MERCH
New Mom on the Block, created by Lindsey Legister, is more than a YouTube channel — it’s a vibrant, inclusive community built to support and connect moms from all backgrounds and walks of life.
To reflect this mission, we crafted a bold brand identity featuring bright, welcoming colors that celebrate diversity and a flexible, scalable logo suite designed to shine across everything from hats and sweatshirts to YouTube title cards and beyond. With playful graphics and adaptable design elements, the brand fosters a sense of joy and belonging, ensuring that the modern mom feels seen, supported, and empowered.
THE WORK
the brand kit
In developing the logo system, it was essential to create a range of lockups and tags that felt authentic and inclusive to a diverse community of moms. Each element was designed to work seamlessly across platforms—from YouTube and digital animations to branded merchandise. We explored the concept of a “block” as a unifying symbol, drawing inspiration from both the visual language of neighborhood blocks and the playful simplicity of children’s building blocks.
