Kidswell Health

Client

Kidswell Health

Services

Bespoke,BrandCraft

Date

2025

Result

View Website

Kidswell Health provides comprehensive pediatric healthcare for ages 0-18, founded by parents and healthcare professionals addressing gaps in accessible child-focused care. We partnered with them to craft a brand identity and website experience.

Challenge

Kidswell Health faced a fundamental disconnect between what families need and what the current healthcare system provides. Modern parents in North West London were caught between the ideal of accessible NHS care and the reality of long wait times and generalist approaches that didn’t address children’s unique needs. These parents weren’t seeking luxury healthcare; they wanted competent, child-focused professionals in environments designed specifically for young patients.

Insight

Through research and stakeholder interviews, we identified that parents needed a “missing middle” – healthcare that was more specialised than the NHS but more approachable than traditional private care. The opportunity lay in positioning Kidswell as expert yet accessible, innovative yet safe, professional yet warm. Parents valued competence and child-specific expertise over luxury amenities or intimidating medical environments.

The collaborative approach of the BrandCraft experience exceeded our expectations. From the very first workshop, we felt like active participants in shaping our brand’s future, not just passive observers.

Gideon Chain

CEO, KIDSWELL HEALTH

Solution

We developed a brand strategy emphasising expertise without intimidation, innovation without risk, and professionalism without coldness. The comprehensive brand ecosystem included complete visual identity development, a fully responsive website optimised for busy parents, social media templates, and thoughtful materials that reinforced approachable professionalism. Every touchpoint was designed to communicate child-first care through warm, confident messaging and intuitive user experiences.

Tokyo Calm’s ability to connect our brand’s core essence with its visual expression really stood out. Every design element felt purposeful and rooted in our values – from the deliberate colour choices that reflected our empathy, to typography choices that captured our blend of innovation and reliability. The end result wasn’t just visually striking, it was a genuine reflection of who we are as a company.

Gideon Chain

CEO, KIDSWELL HEALTH

Impact

The rebrand successfully positioned Kidswell as the definitive choice for specialised paediatric care in North West London. The strategic framework ensures the brand can scale from a single clinic to a comprehensive network while maintaining its community-focused ethos. Our ongoing partnership continues supporting their growth with strategic brand guidance and scalable design solutions that reinforce their authentic, child-first promise.

Other Work

(Case Studies)