DANDYPLANS

Brand Strategy & Visual Identity

SERVICES

  • Startup Brand Strategy
  • Visual Identity Design
  • Messaging & Copywriting
  • Social Media Strategy
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Challenge

Dandyplans came to us as a pre-launch startup with nothing but a vision and an amazing idea. They needed to build an entire brand from the ground up for a parental partner app that simplifies activity planning, social coordination, and interest-based discovery for kids. While the activity planning space has no shortage of competitors, none were leading with community and partnership. The challenge was crafting a brand that felt meaningfully different — warmer, more empowering, and built to genuinely connect with parents.

Execution

We started at the very beginning, naming, mission, core values, and messaging, then built the visual identity around that foundation with a logo, color palette, and typography that brought the brand's voice to life. To ensure the brand could live and breathe beyond the guide, we developed social media templates, a content strategy with pillars, caption direction, and a Canva asset bank for plug-and-play use. Every decision was made to position Dandyplans not just as a tool, but as a trusted partner in the chaos of modern parenthood.

A graphic with the text Happy Planning Starts Here. shows a hand holding a phone displaying a scheduling app with childrens faces. Additional text describes Dandyplans as a tool for scheduling and activity discovery for kids.
Two cream-colored baseball caps, both embroidered with dandy plans and a small yellow flower. One has a yellow brim, the other a light blue brim, and they are stacked on a plain, light gray background.
Three promotional banners for dandy plans, a child activity planning tool. They feature text, playful graphics, a calendar, a phone, and images of children and a parent using a laptop to coordinate schedules.
OUR MISSION

Empower parents by providing a platform that simplifies activity logistics and coordination, ensuring children are connected with opportunities that match their unique interests.

TAGLINE

Happy Planning Starts Here.

A color palette with six squares in mustard yellow, teal, light blue, lavender, dark teal, and white. Below is text in a rounded sans-serif font showing uppercase, lowercase letters, and numbers 1-9 in teal.
Two young children sit at a table, smiling and laughing together while wearing blue aprons, surrounded by craft supplies in a bright, cheerful room.
Four colorful vertical panels labeled Organization, Connection, Discovery, and Partnership, each with descriptions and small circular photos of parents and children engaging in various activities.
A young girl in a black leotard smiles while practicing ballet, arms outstretched. Other dancers and an instructor are visible in the bright, mirrored studio background.
A digital presentation of brand guidelines for dandy plans, displaying slides on logo, colors, typography, positioning, brand DNA, visual identity, social media, and core values using teal, white, and yellow accents.

”Dandyplans came in with a big vision and trusted us to bring it to life from scratch. The result was a brand that felt warm, intentional, and distinctly their own — one that could stand confidently in a crowded space by leading with something competitors weren't: community and parental empowerment.

Anna ThalerCreative Lead on Dandyplans

Dandyplans, Brand Strategy & Visual Identity

Creative Lead & Strategy: Anna Thaler
Messaging: Anna Thaler
Visual Identity: Anna Thaler
Social Media Strategy: Anna Thaler

Big Red Jelly, 2026

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