After a few false starts with some more literal imagery, we dug a little deeper into the conceptual and what came forth was the bright blue door to the Greeves playroom. Something about the door resonated strongly with Alexis and symbolized for her the welcome children received into a safe space, the door being the first thing they saw as they entered and the last thing they saw before they left.
In addition to the welcoming of the door, Alexis wanted a typeface that was somehow both playful (for the children) and professional (for the parents). We settled on a font that struck a balance between the two.
The second slide includes a few of the other drafts we went through on the blue door theme.