01 · Project
Gentle care, from the very first day
Neonatal Consultorio Pediátrico needed a brand identity built around a single emotional truth: parents bringing a newborn or young child to a doctor are looking for warmth as much as expertise. The brand had to feel soft, safe, and reassuring — never clinical or cold.
The identity centers on a custom mascot — an otter holding its baby, a visual metaphor for protective, gentle care — paired with a palette of sky and ocean blues that reads as calm, clean, and distinctly pediatric.
02 · Logo & Identity
A mascot built for trust
The otter mascot — parent cradling its pup — gives the brand an immediate emotional read: protection, tenderness, and family. The mark works as a full lockup with the "Neonatal" wordmark and tagline, a horizontal variant for compact applications, and a standalone isotype for favicons, social avatars, and small-format use.
The color system moves through a full range of blues — from the lightest sky tone used for soft backgrounds to a deeper ocean blue reserved for emphasis and contrast:
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03 · Stationery
Soft, consistent, parent-friendly
The stationery system covers every touchpoint a parent encounters — from the first business card handed over to the prescription pad used at check-out. Branded pens and a presentation folder extend the identity into everyday clinic materials, reinforcing the soft, trustworthy tone established by the mascot at every step.
- Business cards — a light card for the doctor's contact information and a solid-blue companion card for brand presence
- Letterhead — clean header with the full lockup, used for clinical notes and parent communications
- Folder — gradient blue presentation folder with the isotype embossed on the pocket, used for patient records
- Branded pens & prescription pads — two prescription formats (light and color-block) and branded pens for everyday clinic use
Logo system, color palette, business cards, letterhead, folder, pens, and prescription pads
04 · Social Media System
Speaking directly to parents
The brand extends into a full social media content system designed to educate and reassure parents — covering every stage from newborn care to adolescence. Templates blend warm photography of babies and families with the brand's iconography and soft blue palette, covering service information, breastfeeding and vaccination education, warning sign checklists, and patient testimonials.
The content strategy is built to accompany parents through every stage of their child's growth — positioning Neonatal as a steady, caring presence rather than a one-time clinical visit.
Social media templates — service highlights, health tips, vaccination reminders, warning signs, testimonials, and Instagram profile
05 · Deliverables