The founder of Wiggle & Go approached me to create a brand identity for her mobile paediatric physiotherapy practice, wanting something warm, approachable and reflective of the families she works with. Inspired by her son’s favourite toy, this idea evolved into the brand’s mascot, Scoot the Pig, celebrating movement, curiosity and care. While the project began with an AI-generated logo mark from the client, we worked together to refine the direction, define the brand’s audience, visual language and build a brand from scratch.

A playful colour palette, custom mascot and friendly wordmark inspired by simple children’s toy shapes form the foundation of the identity, creating a brand that feels energetic, welcoming and engaging for both children and parents.

The outcome is a distinctive and flexible brand identity that brings personality to a healthcare space, supporting Wiggle & Go across digital and everyday touchpoints as the practice grows.