Smile
Smile is an after-school learning project based in Washington, supporting children's development through play and knowledge using the Montessori method. The challenge was to create a brand that could speak to two very different audiences at the same time: children who need to feel excited and welcome, and parents who need to feel confident in the educational approach.
Objective
To create a brand identity that made learning feel joyful and approachable. The logo was built from smiling mouth shapes that form the letters of the word Smile, establishing a visual language rooted in the happiness of children in the learning process. The Montessori colour palette was used as the foundation for the brand's colour system, connecting the visual identity directly to the educational method.
Results
The identity goes beyond a logo. A set of mascots and characters was developed from the brand's graphic elements, giving children figures they can recognise and connect with. Together, the logo, colours, and mascots form a cohesive visual universe that works across all communication materials, giving Smile a joyful, distinctive, and recognisable presence in a competitive educational market.
