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Brand Strategy + Visual Identity + Illustration · Aleli · Direct-to-Consumer

Building a Brand Around What Parents

Already Know but Haven't Been Told to

Trust

Building a Brand Around What Parents Already Know but Haven't Been Told to Trust

Aleli helps parents recognize and respond to their children's emotions through a

guided framework for emotional regulation. Working collaboratively with a

strategist and creative director, I helped lead the brand strategy process —

designing the workshops and exercises that shaped the identity, messaging, and

visual system.

Aleli helps parents recognize and respond to their children's emotions through a

guided framework for emotional regulation. Working collaboratively with a strategist and creative director, I helped lead the brand strategy process — designing the workshops and exercises that shaped the identity, messaging, and visual system.

Brand Strategy

Visual Identity

Illustration

Naming Workshops

Messaging

Parenting & Wellness

The Problem

A broken loop — and no one filling the gap.

Parents of young children experiencing emotional and behavioral challenges sought support from their

pediatricians — the trusted authority — and left without answers. Providers weren't trained in

emotional regulation. The result was a predictable, repeating cycle.

Parents of young children experiencing emotional and behavioral challenges sought support from their pediatricians — the trusted authority — and left without answers. Providers weren't trained in emotional regulation. The result was a predictable, repeating cycle.

01

Parents face emotional difficulties with their children

As these become more frequent, parents' own mental health begins to suffer

02

They seek support from pediatric providers

But providers aren't trained in emotional regulation and can't answer these questions

03

Parents leave dissatisfied — and the cycle repeats

Frustrated parents, children with unmet needs, and burned-out pediatricians

Aleli's opportunity was to fill that gap directly — equipping parents with brain science, practical

frameworks, and community support that the healthcare system couldn't provide.

Aleli's opportunity was to fill that gap directly — equipping parents with brain science, practical frameworks, and community support that the healthcare system couldn't provide.

My Role

My contributions

Strategist, Designer, and Illustrator

Collaborative team: strategist · creative director · me

✦

Designed and led the workshops and exercises that drove the brand strategy process — from

discovery through naming and architecture

Designed and led the workshops and exercises that drove the brand strategy process — from discovery through naming and architecture

✦

Synthesized discovery themes into the strategic foundation the team built the brand on

✦

Contributed to the full brand architecture — purpose, values, value proposition, voice guardrails, and brand story

✦

Defined audience tiers and what the brand needed to communicate to each

✦

Contributed to design of the visual identity system — color, typography, and the logic behind each visual decision

✦

Created original illustrations giving Aleli's emotional framework a visual language parents and

children can connect with

Created original illustrations giving Aleli's emotional framework a visual language parents and children can connect with

Discovery + Strategy

Five themes that shaped everything

Before any naming or visual work began, workshops surfaced five recurring themes from the problem

space — each one informing a different dimension of the identity.

Before any naming or visual work began, workshops surfaced five recurring themes from the problem space — each one informing a different dimension of the identity.

Theme 01

Connection

To self, child, community, emotions, and the healthcare

system

To self, child, community, emotions, and the healthcare system

Theme 02

Normalizing

Emotions, stress, the shared human experience, and the

process of repair and attachment

Emotions, stress, the shared human experience, and the process of repair and attachment

Theme 03

Simplifying

Making brain science, emotional zones, and co-regulation

strategies accessible to any parent

Making brain science, emotional zones, and co-regulation strategies accessible to any parent

Theme 04

Expanding + Community

Building capacity, trust in innate instincts, and a support

system from institutions outward to community

Building capacity, trust in innate instincts, and a support system from institutions outward to community

Brand Architecture + Voice

From root "why" to how it sounds every day

Root purpose

"To help parents unlearn the social construct of adequacy vs. inadequacy that Western medicine has

embedded in our culture — and support them in choosing to become empowered in self-care and tap

into the power and intuition within."

"To help parents unlearn the social construct of adequacy vs. inadequacy that Western medicine has embedded in our culture — and support them in choosing to become empowered in self-care and tap

into the power and intuition within."

Value prop

Equipping communities with a mind-body practice and framework to help parents tap into

their inner potential to connect with themselves and their children

Value prop

Equipping communities with a mind-body practice and framework to help parents tap into their inner potential to connect with themselves and their children

Brand story

You are adequate · We are all beginners trying our best · Supporting self-autonomy with

authentic self-care

You are adequate · We are all beginners trying our best · Supporting self-autonomy with authentic self-care

Voice

Trustworthy and data-driven, but never clinical · Simple and applicable · Respects parental

autonomy — empowers rather than instructs

Trustworthy and data-driven, but never clinical · Simple and applicable · Respects parental autonomy — empowers rather than instructs

Visual Identity + Illustration

A system that looks like it feels

Every visual decision was made to serve the strategy — warm and grounded, accessible without being

generic, and distinctive enough to stand on its own in a crowded parenting and wellness space.

Illustration became central to the identity because emotional regulation is inherently abstract. Original

illustration gave those abstractions a face: expressive, warm, and flexible enough to represent the full

emotional range Aleli addresses.

Every visual decision was made to serve the strategy — warm and grounded, accessible without being generic, and distinctive enough to stand on its own in a crowded parenting and wellness space. Illustration became central to the identity because emotional regulation is inherently abstract. Original

illustration gave those abstractions a face: expressive, warm, and flexible enough to represent the full emotional range Aleli addresses.

Deliverables

What the project produced

Discovery + strategy

Problem space, five strategic themes, and the brand architecture that grounded every decision

Visual identity system

Color, typography, and visual logic as a cohesive, scalable system

Original illustration

A custom illustration suite giving the emotional framework a visual language all its own

Naming workshops

Workshop design and facilitation that produced name candidates rooted in strategy and tested against audience

Messaging framework

Voice guardrails and messaging principles across every touchpoint

DTC-ready brand

A complete, cohesive brand system built to connect directly with parents across digital touch points

Discovery + strategy

Problem space, five strategic themes, and the brand architecture that grounded every decision

Naming workshops

Workshop design and facilitation that produced name candidates rooted in strategy and tested against audience

Visual identity system

Color, typography, and visual logic as a cohesive, scalable system

Messaging framework

Voice guardrails and messaging principles across every touchpoint

Original illustration

A custom illustration suite giving the emotional framework a visual language all its own

DTC-ready brand

A complete, cohesive brand system built to connect directly with parents across digital touch points

Methods + Tools

Brand strategy

Workshop design + facilitation

Naming workshops

Audience mapping

Messaging frameworks

Visual identity design

Illustration

Adobe Illustrator

Figma

CURRENT

DESIGN AND RESEARCH CONSULTANT

CONTACT

KARINAJDAVILA@GMAIL.COM

INSTAGRAM

21:45:09

Orlando,Florida

CURRENT

DESIGN AND RESEARCH CONSULTANT

CONTACT

KARINAJDAVILA@GMAIL.COM

INSTAGRAM

21:45:09

Orlando,Florida