The social networking icons at the top right of my website are nice, with a pencil sketch effect. I want to be perceived as friendly, trustworthy, professional yet playful.
We are aimed towards carers of disabled people and are trying to corner the children's market, so we want to appear fun. The subject matter (nappies and incontinence) is something people sometimes don't want to talk about so we want to break through that to make it more approachable. We see no reason to be ashamed of it (because it's a fact of life) and want to get that across.
possible slogan (feel free to make up another one): Incontinence products for everyone