Industry:
Wellness & Parenting
Services:
Brand Naming
Brand Identity
Brand Narrative
Collaboration:
Chromatick
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?
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.
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.
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.
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