Brand Naming
Brand Identity
Brand Narrative
To build a brand positioning and language system for an SEL-app for kids. But we realised the opportunity was in supporting the parents.
Raising emotionally grounded children takes support – but today’s nuclear family setups often leave parents navigating challenges alone. Our client approached us with a brief for SELfy, a social–emotional learning app for kids. The ask was straightforward: build a brand positioning and language system for the product.
But something felt off. As parents ourselves, we questioned whether another kids’ app could truly solve the deeper emotional needs families face, and whether children could even identify or articulate their struggles. The name added to the confusion. We realised the real opportunity lay elsewhere: in supporting the parents.
The original direction centred on a tool for children. But children aren’t always able to recognise or express their internal world, and placing the responsibility on them felt misaligned.
The challenge was to shift the focus from children to parents who needed guidance, reassurance, and a companion to help them nurture emotional resilience at home.
This insight meant the brand had to be rebuilt from the ground up: name, narrative, tone and audience.
The deeper challenge was reframing the core problem: Parents, not kids, needed guidance.
The new name Amiga reflected warmth, approachability, and the comfort of a trusted friend.
Partnering with Chromatick Design, we brought this to life with a fresh visual identity and soothing colour palette.
We then crafted the entire brand language system: positioning, narrative, tone of voice, and a detailed brand bible. Finally, we shaped the UX copy for the app — guiding parents across ages with supportive, empathetic, and reassuring communication at every step.
A new name was born and we crafted the entire brand language system and UX copy for the app.
