So-Social | Branding and Website
So-Social provides weekly social groups for kids, teens, and adults focusing on building friendships, social skills, perspective-taking, conversational abilities, and more. They work with individuals who may be on the Autism Spectrum, have ADHD, Social Pragmatic Communication Disorders, Down Syndrome, or who simply want extra support in improving social competencies and preventing bullying.
Project Goal
The So-Social team approached Pink Fern Design to develop a brand identity and website design that would communicate warmth, inclusivity, and professionalism to clients, parents, and referral sources. The goal was to create a visual system that felt friendly and welcoming for a wide range of ages—kids through adults—while also conveying trustworthiness and expertise in social skills development.
Design Challenges
Inclusive Appeal: The brand needed to resonate with multiple age ranges (children, teens, and adults) and diverse backgrounds while avoiding a design that felt too childish or too clinical.
Professional & Trustworthy: Many of So-Social’s clients are referred by educational and medical professionals, so the brand had to appear credible and professional.
Memorable & Playful: As social skills sessions are meant to be fun and engaging, the brand also needed an element of playfulness to reflect the supportive and upbeat nature of the programs.
Strategy & Approach
Brand Personality
We determined three key attributes for So-Social’s brand personality:
1. Warm & Welcoming: A comforting and supportive feel.
2. Playful & Engaging: Visual elements that promote a sense of fun.
3. Professional & Trustworthy: Clean lines, legibility, and balanced use of color to ensure the brand resonates with parents and professionals.
Logo Concept
The So-Social logo is built around two symbolic elements:
Speech/Chat Bubbles: Represent conversation, communication, and social interaction.
Happy Faces: Subtle smiling faces inside the letters echo the idea of positive, collaborative relationships that So-Social cultivates.
Using orange for “So” and blue for “Social” helps highlight the duality of communication and community. The shapes give a sense of connection and friendly dialogue, reflecting the mission of fostering social competency in a supportive environment.
Typography
A rounded sans-serif to maintain clarity and accessibility. The rounded forms look friendly and easily legible for all ages.
Color Palette
Sky Blue: Suggests calm, trust, and open communication.
Orange: Conveys warmth, friendliness, and optimism.
These colors were carefully chosen to represent the core values: energy, encouragement, and clarity.