BabySteps & Beyond is a family clinic in Singapore specializing in children’s health, family medicine, and dental care for all ages.

I was responsible for creating the branding from scratch, starting with the logo and visual identity. The logo is based on the clinic’s main initial, “B”, shaped into a heart to represent care and warmth, with subtle medical elements woven in to keep it professional and trustworthy.

To bring out the playful side of the brand, I took the shapes from the logo and turned them into stackable “toy” patterns across the visual identity. Each shape has its own meaning, so the patterns aren’t just for decoration; they connect back to the brand and make it feel fun and memorable.