Branding / Strategy
Ánimo Games
Client
Ánimo Games
Services
Rebrand Identity & Strategy
About the Project
Ánimo Games is an independent game studio creating "thinky" experiences that transform the fear of learning into the joy of discovery, requiring a complete brand identity that would resonate with both gaming enthusiasts and educational innovators. The rebrand centered on the insight that how people feel about learning determines what they're capable of learning, establishing positioning as "The Endlessly Curious" with messaging that emphasizes courage-building over competition. The visual identity features a distinctive three-dimensional wordmark, a vibrant pastel-forward color palette balancing excitement with safety, and typography pairing playful forms with readability for an approachable yet sophisticated system.
Overall, the identity establishes Ánimo Games as a category-defining studio that heals the relationship between challenge and anxiety, positioning them for growth as they expand into a broader portfolio of transformative gaming experiences.
Our Approach
The studio came to us at a pivotal moment, needing to establish their voice in both the indie gaming space and educational markets. Through competitive analysis and audience research, we identified a gap in how "learning games" were positioned: they either felt too educational or lacked meaningful depth. Our approach reframed their value proposition around emotional transformation, positioning courage-building as their core differentiator rather than just skill development.
The Solution
The brand system brings their philosophy to life through every touchpoint. We created a bold geometric logo that nods to their game mechanics, paired with a color story mixing energetic brights and soothing pastels to represent both breakthrough moments and nurturing spaces.
The complete toolkit includes audience-specific messaging guides, art direction spanning three photography styles, and flexible graphic elements like layered shapes and gradients that work across digital platforms and physical materials.
Speaking From Experience —
“Jessy's holistic approach and desire to truly understand the market helped us untangle the challenge of serving both gamers and educators, two very different audiences. We know have a clear, thoughtful framework that brought everything into focus and unlocked our next steps, all wrapped in beautiful design. ”
— Sylvia Aguiñaga, Co-founder, CEO, & Narrative Designer
The Outcome
The identity gives Ánimo Games a clear, ownable position as leaders bridging entertainment and education. They now have a cohesive brand that scales from app icons to conference presentations while staying true to their mission. The system has empowered them to communicate confidently with investors, players, and educators alike, establishing recognition in a crowded market and supporting their expansion beyond a single title.
Links
Website launching in 2026.
Credits
Typefaces — Cy & Inter
Year
2025