Client: sonriendo juntos
Project: Branding Identity & Marketing Assets
Role: Brand Designer
Agency/Company: Freelance
Year: 2021
Tools: Adobe Illustrator, Adobe InDesign, Adobe Photoshop
sonriendo juntos – Case Study
Project Overview:
“sonriendo juntos” (stylized in lowercase) is a pediatric dental clinic founded by a dentist whose charity work focused on providing care to low-income families. I was brought in as a freelance designer to create the brand identity from the ground up, with the goal of developing a friendly and welcoming visual language that reflects the clinic’s mission and helps build trust with children and their families.
The project included a full identity system and brand guidelines to ensure the clinic could communicate consistently across both clinical and community-focused materials.
The Challenge:
The identity needed to balance two important goals: feeling professional enough for a healthcare environment while also being warm, approachable, and engaging for children. Because the clinic was deeply connected to community outreach and charitable events, the brand also had to work across a wide range of applications, from stationery and clinic materials to merchandise used during community events.
Role & Process:
I worked as a freelance designer alongside a marketing team to develop the visual identity. My role focused on translating the brand’s mission and audience into a cohesive visual system that could be applied across multiple touchpoints.
Without an existing identity to build from, I developed the core elements of the brand, including logo design, typography, color palette,
and visual guidelines. The system was designed to be flexible enough to support both professional healthcare communications and more playful community-facing materials.
The brand identity for sonriendo juntos balances cleanliness and playfulness through soft shapes, friendly forms, and bright colors that help build trust with both children
and parents.The visual language was designed to support a welcoming environment where young patients feel comfortable while receiving high-quality dental care from specialized professionals using modern technology.
Deliverables:
Brand Identity Package
Primary and secondary logo system
Typography system
Color palette
Logo usage guidelines
Brand style guide / brandbook
Brand Applications
Stationery system
Business cards
Brand collateral
Marketing & Community Materials
Charity event t-shirts
Tote bags
Merchandise and promotional materials
