Justified Juror Comments: Wee Society Branding

In 2013, for “Justified: AIGA Design Competition,” a distinguished jury chaired by Clement Mok selected 14 case studies that each serve as an effective tool to explain the role of designers in conceiving and implementing solutions.

The following are individual jurors’ comments on the selection “Case Study: Wee Society Branding.” To view all 14 selected works, visit: aiga.org/justified-2013-selections/

Valarie Casey 300x200

Valerie Casey, founder and chief executive officer, Necessary Projects, San Francisco, California

Wee Society sets the bar for a vital, desirable and engaging user experience for children and parents alike. The consistent excellence of the system across channels and through tone illustrates an attention to detail often missing in children’s products. Wee Society is full of imagination and delight. This is a winner, from the entrepreneurial spirit that drove the concept to its meticulous and business-savvy execution.

Jessica Hische 300x200

Jessica Hische, letterer and procrastiworker, Title Case, San Francisco, California

This is a wonderful self-authored project. The branding and illustration are beautiful, and it’s great to see them used across so many applications. I’ll definitely frequent their site for all of my baby shower needs in the near future.

Brad Johnson 300x200

Brad Johnson, VP, executive creative director, Second Story (now part of SapientNitro), Portland, Oregon

These entrepreneurial design minds invented a wonderful universe, then crafted magical portals into it through a website, apps, posters and products. Well done.

Clement Mok 300x200

Clement Mok, design and business consultant, The Design Office of Clement Mok, San Francisco, California

Inspirational. A well-thought-out plan on product development fuses with a nice balance of formal and informal design research and marketing strategies. The end results are products that are fun, engaging and—by the sound of it—successful.

Josh Rubin 300x200

Josh Rubin, founder and editor in chief, Cool Hunting, New York, New York

I don’t have children, but if I did, I’d want them to be Wee Society kids in hopes that they’d learn attention to detail and develop a sense of design savvy during play.

Alina Wheeler 300x200

Alina Wheeler, author, Designing Brand Identity, Philadelphia, Pennsylvania

As our profession evolves in ways that we had never imagined or intended, I believe that we all need to champion design firms that embark on entrepreneurial ventures. This lifestyle brand has an imaginative, whimsical visual language that works seamlessly across platforms. All aspects of the brand experience have been carefully considered and beautifully designed. It is so refreshing to see good design in this consumer category, which historically has been uninspired. This sets the bar high.