Smile
Smile is an after-school learning project based in Washington, designed to support children’s development through fun, play, and knowledge using the Montessori method. The client required a brand that could communicate joy, curiosity, and intuitive learning while appealing to both children and parents within an educational context.
The goal of the project was to create a friendly and expressive brand identity that reflected the happiness and engagement of children in the learning process. Inspired by children’s smiles, the logo was developed using smiling mouth shapes that form the letters of the word “Smile,” establishing a playful and memorable visual foundation for the brand.
The resulting identity brings the brand to life through a distinctive logo system and a set of colorful, playful mascots derived from the logo’s shapes. These elements form a cohesive visual universe that reinforces the brand’s values and is consistently applied across communication materials, creating a joyful, approachable, and recognizable presence for the project.
