A Friend’s House is a child-parent hub built on fostering community. Its visual identity reflects their values of connection and equality, creating a space where families can truly feel at home.

The company partners with local schools and families to foster connections across Palos Hills, creating opportunities for children and their caregivers to elevate family time. It provides indoor play spaces, party support, soft play for babies, and a café area where parents and caregivers can unwind.

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Building on this mission, the visual language embodies the togetherness, playfulness, and inviting atmosphere of A Friend’s House. The brand strategy needed to strike a balance—highlighting the bond between children and parents without leaning too heavily toward either audience.

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At the heart of the brand identity are rounded letterforms with etchings of a sunken living room—an intimate, cozy space for gathering. The identity keeps goldenrod yellow as its primary color, complemented by a range of tones to create a welcoming aesthetic.

The tone of voice is direct and inviting, balancing warmth with clear, informative messaging. It highlights the benefits of growing connections between children and parents while maintaining a touch of wit to engage the entire household, big or small.

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Imagery plays a crucial role in brand expression, with photographs of children and parents placing the familial aspect at the forefront. Additional visuals capture moments of play between kids.

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Typography further reflects the brand’s personality—both kind and professional. Como, used in Bold, SemiBold, and Regular, serves as the primary typeface, offering a contemporary voice adaptable across all communication channels. The font is also expanded to complement the "sunken living room" theme throughout other marketing materials.