Primeros Pasos — Parenting and early childhood
2024
Branding · Web design · Illustration
Primeros Pasos — A platform that walks alongside parents
Context
A content and services platform for families in their baby’s first year. The challenge: compete with the noise on Instagram without adding to it.
The challenge
The category is saturated with dogmatic advice and stock photography, and parents are wary by default. We had to design trust, with the app built around it.
When you design for brand-new parents, every extra bit of friction is an insult.
A palette between water and pink, a tone that never lectures, and a product built on short paths: “what do I do now” ahead of “what should I think”. The brand reads like a friend with good judgment.
The solution
Identity, a warm illustration system, product design (web and mobile) and a voice guide — including the decision about which topics the brand stays away from.
Estudio Varsovia — Beatriz H. Perdiguero & Joel Méndez Ríos. Design, art direction and communication.
- Client
- Primeros Pasos — Parenting and early childhood
- Year
- 2024
- Disciplines
- Branding · Web design · Illustration
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