Jugando y Sanando is a psychology practice focused on supporting children and adolescents through play-based therapy. The goal of the project was to create a visual identity that reflected the emotional journey of therapy while conveying warmth, trust, and creativity.

As the Brand Designer, I developed the visual identity, translating the practice's values into a flexible brand system that communicates both professionalism and playfulness.

The challenge was to create a brand that felt approachable for children while also inspiring confidence in parents and caregivers. Rather than relying on common healthcare visuals, the identity needed to express growth, emotional development, and the transformative power of play.

The visual identity is inspired by the relationship between play and emotional development. The logo begins with abstract, organic forms that represent the complexity of thoughts and emotions. Within these shapes, subtle elements such as an elephant, symbolizing wisdom and strength reinforce the values of guidance, resilience, and care.

As the forms evolve, they become more structured and geometric, representing the therapeutic process itself: transforming abstract emotions into clarity, understanding, and meaningful growth.

This visual language also draws inspiration from educational toys and creative play, reinforcing the idea that children learn, express themselves, and heal through exploration and imagination.