ABOUT

Lucy is a specialist children’s dietitian and advocate for children’s nutritional health. She wanted a brand that encompassed who she is and what she does as a whole – from offering practical, personalised, nutritional advice and support to infants, young children and their families, as well as being an advocate and a voice of expertise on all matters related to paediatric nutrition. She wanted a brand that would grow with as she does in her career, as well as positioning her as the children's dietitian when it comes to her industry.

The brand mark has ‘The Children’s Dietitian’ as the hero, as that is what Lucy wants to be known as. When people think of children’s dietitians, they think of Lucy Upton.

I also wanted to make sure that her brand could flex with her offering. She is not only a dietitian, but has also spoken at events, appeared on BBC interviews regarding children’s nutritional health, is an expert and advisor in her field and also has a large social media following. By using a varied colour palette, paired with different descriptors that can be allocated for each area of her brand, I was able to differentiate her content. The overall descriptor ‘Health & Happiness’ is the umbrella positioning of what Lucy offers, but she can dig deeper in to her content if she needs to.