Laura struggled to concretize ideas about her brand, limiting services, and defining her target audience. The objective was to give structure and hierarchy to her ideas and priorities, breathing life into a brand concept that truly represents her. The visual goal was to create a modern and professional identity while preserving the innocence and joy that children bring to our world.

Brand Identity ​​​​​​​

We conducted an interactive brand workshop, revealing several market gaps: holistic parenting support, where professionals address all aspects of childhood development (nutrition, habits, relationships, learning, mobility, etc.); parenting challenges, as parents need emotional support and guidance along with their children's progress; and family connections, fostering genuine and supportive relationships among families while overcoming competition, ego, and judgment.

With this insight, I oriented the brand as a child and parent development center, providing opportunities for growth and learning to feel better about their processes. 

I saw the potential to create a strong community centered around shared values, reinforcing bonds and offering events, workshops, and integration days.

I also incorporated Laura's professional philosophy, where learning means having fun. Children and parents deserve stimulating and diverse experiences to remain persistent and enthusiastic throughout this journey of endless discoveries. Warmi Nest serves as a healing space for parents, allowing them to reconnect with their inner child, identify past pains or deficiencies in their upbringing, and heal through becoming better parents.

Interestingly, Laura asked me to avoid using the color yellow in her visual identity, but guess what? I proposed yellow as the primary color, and she loved it!

Why? Sometimes, brands needs outweigh personal preferences. Yellow was ideal because of the brand's name "Warmi", and yellow highlighted the name meaning with cheerful, kind, and dynamic characteristics.

I complemented the color palette with various colors ensuring a color scheme that allows categorization of future products or services and to represent fun and diversity.

For the logo, I combined sans-serif and readable script typefaces, creating a modern, minimalist, and fun logo. The icon represents a vibrant nest, symbolizing the brand name and it features a bird with twigs and flowers, portraying Warmi as a caring bird nurturing her little ones in a warm nest.

For the graphic style, it was essential to create a dynamic and fun yet professional and organized environment. The circle embodied these qualities, being structured yet friendly and soft. The graphic style revolves around creating multiple compositions and scenarios using this shape.