Transforming a women entrepreneurs’ network into a space of belonging
Industry:
Wellness & Parenting
Services:
Brand Naming
Brand Identity
Brand Narrative
Collaboration:
Chromatick
1
insight that changed everything
2
brand names: 1 it came with, 1 we named it
About the client
SELfy came to us to help build as a social-emotional learning (SEL) brand for children, designed to help them navigate big feelings. The idea was meaningful, but something didn’t feel quite right. We kept asking ourselves: was the brand speaking to the right audience?
This is where it got interesting
We had a flipswitch moment when our parental instinct kicked in. Will our kids reach for an app in a moment of emotional distress? Will we as parents want yet another app for our kids? We knew we had to turn the brief on its head. We reframed the audience entirely and rebuilt everything from that single shift.
And here's how we cracked it
We crafted a new name, Amiga, for an app for parents to bring warmth and trust of a friend in times of need. Then came the full brand language system: positioning, narrative, tone of voice, brand bible, and UX copy. Our partners helped us get the right look and feel. Every piece created for the parent who’s doing their best and just needs someone in their corner.
Brand shift Map
Work snapshots
Key learnings
Are you a brand-building consultant or a full-fledged agency?
We think like brand-building consultants, not vendors. Our role is to help brands think clearly, speak consistently, and grow with intention, not just execute tasks.
How does copywriting fit into what you do?
Copywriting is our craft, but strategy is the backbone. We don’t write to fill space; we write to express clarity, build trust, and move people.
Are you a strategic communications company?
Yes, if strategic means thoughtful, aligned, and human. We help brands communicate clearly across teams, touchpoints, and moments that matter.
This is one project where empathy really played out for me. As a parent, I could not see myself handing over one more app to my child. This is where the idea of an app for parents was born, and the game changed after that.
Gunjan
Founder, Copylove
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