A STARTUP THAT PUTS PEOPLE FIRST
MadHearts is a startup that designs interactive experiences combining design, storytelling, and play to address educational and social topics.
From the beginning, the challenge was to create an identity that could represent this approach while moving away from the traditional visual language of education and training.
CHALLENGE
BEING SERIOUS WITHOUT STOPPING PLAYING
The challenge was to design a visual identity that could communicate professionalism and credibility without losing the startup’s creative and experimental character.
The brand needed to speak simultaneously to partners, companies, institutions, and young audiences while maintaining a distinctive personality across every touchpoint.
PROCESS
The identity is built around the combination of two concepts: madness and heart.
The heart represents empathy, growth, and human connection, while the hand-drawn quality and expressive features of the symbol communicate curiosity, imagination, and a willingness to experiment.
Red was chosen as the primary color to convey energy, passion, and emotional engagement. It is paired with an expressive typeface and balanced by a modern sans-serif to ensure readability and flexibility across different communication contexts.
MY CONTRIBUTION
BUILDING AN IDENTITY FROM THE GROUND UP
I led the development of the brand’s visual identity, working across:
Brand Strategy
Brand Identity
Logo Design
Naming
Visual Identity System
Typography & Color System
Social Media Templates
Copywriting
SOLUTION
A FLEXIBLE AND RECOGNIZABLE VISUAL SYSTEM
The result is an identity designed to adapt to the different projects developed by MadHearts while maintaining strong brand recognition through its logo, typography, color palette, and visual language.
The system was designed to work across social media, presentations, events, printed materials, and digital products, ensuring consistency and continuity across every touchpoint.
MORE THAN A LOGO
The symbol was designed to work as a narrative element within the identity.
Through its variations and distinctive visual language, it can exist independently as an icon, avatar, or visual signature, helping make the brand immediately recognizable even without the wordmark.
