CASE STUDY · BRAND STRATEGY & IDENTITY
A warm, evidence-based brand for a child psychology and neurodevelopment center — strategy, personality, a cast of six characters and a full visual identity that makes families feel safe from the very first look.
CLIENT
Sunkids
INDUSTRY
Child psychology · neurodevelopment
SCOPE
Brand strategy, visual identity, characters, content
YEAR
2026
01
BRAND FOUNDATION
PURPOSE
Help every child discover and develop their full potential, with comprehensive support for their emotional, cognitive and social well-being — while guiding families with confidence, empathy and knowledge.
MISSION
Specialized care in child psychology and neurodevelopment, through an interdisciplinary, human and evidence-based approach that builds trust in children and their families.
VISION
To be the leading child development brand in Mexico, transforming how families live evaluation, intervention and growth — through clinics, education programs, digital tools and partnerships.
02
VALUES · HOVER EACH ONE
01
Empathy
02
Growth
03
Trust
04
Respect
01 / 04 · empatía
We listen first, to truly understand what each child and family needs.
✳︎
03
BRAND PERSONALITY
THE CAREGIVER
THE SAGE
“Protect, support and create well-being.”
The heart of Sunkids: a safe space where every child and family feel understood and supported throughout the whole process.
04
PERSONALITY TRAITS · HOVER EACH ONE
Close — Speaks with warmth, listens actively and builds trust.
Close
Empathetic
Professional
Hopeful
Reliable
Positive
Serene
05
VALUE PROPOSITION & TONE OF VOICE
Close
We speak as an ally who walks with families at every stage.
Hopeful
We inspire trust in the process and celebrate every small win.
Clear
We turn complex concepts into simple, understandable information.
Human
Every message carries sensitivity, respect and understanding.
Professional
We speak from evidence and knowledge, without needless jargon.
Empathetic
We acknowledge families’ emotions, without guilt or fear.
06
CONTENT STRATEGY
01 →
Discover
Grow
Play & Learn
02 →
Trust
Guide
Behind the Sunshine
The Sun Method
03 →
Convert
Services
Stories
04 →
Retain
Community
Guide
Play & Learn
BRAND PILLARS
Hope
→
Support
→
Evidence
→
Celebrating progress
07
THE CHARACTERS · PICK ONE
Six friends to talk about big feelings.
01 / 06 · the guide
Sunny
Helps kids believe in themselves — the warm voice that says “you can do this.”
Self-esteem
Safety
Confidence
Optimism
SUNNY
LUMA
CORI
NIMBO
AURI
PIKO
08
LOGO & ICON
PRIMARY LOGO
ICON
09
COLOR
10
TYPOGRAPHY
PRIMARY · EDITORIAL TODAY
SECONDARY · MANROPE
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 ¡!¿?&
200 · EXTRALIGHT
Every child deserves to shine.
300 · LIGHT
Every child deserves to shine.
400 · REGULAR
Every child deserves to shine.
500 · MEDIUM
Every child deserves to shine.
600 · SEMIBOLD
Every child deserves to shine.
700 · BOLD
Every child deserves to shine.
800 · EXTRABOLD
Every child deserves to shine.
11
WHAT WE DELIVERED
Purpose · mission · vision
Values
Brand archetypes
Personality traits
Value proposition
Positioning
Tone of voice
Content funnel
Content pillars
Six characters
Logo & icon
Color system
Typography