Proyecto Guau

ADAPTING AN ESTABLISHED BRAND TO A LOCAL MARKET

Art Direction

Design

Guau, a preschool textbook series (PPK-PK) initially published by the client in Spain, was set to launch in the Puerto Rico market. My task was to adapt this well-established brand, originally created for the Spanish market, to fit the context and needs of local users. The strategy involved retaining the core elements with strong brand recognition while focusing on their implementation. I oversaw the design and integration of new elements, as well as adjustments to the existing brand system, resulting in a fresh yet relatable identity that better suited the needs of the end users.

Components Designed: 66

Preschool Programs in Target Market: 92

A COMPREHENSIVE SYSTEM THAT EVOLVES AND GROWS WITH THE PRESCHOOLER

The primary challenge for this project was to develop a brand identity centered around three established characters, each representing a different preschool level: Lúa for PPK, Oto for PK, and Bimba for K. These characters were designed to serve as recurring guides and companions for the students throughout their lessons. Each grade level featured a specific color code and custom branding elements tailored to their respective character.

CHARACTERS AS FRIENDLY LEARNING COMPANIONS

The Guau project emerged from extensive editorial experience with preschool and kindergarten levels. It incorporates the best elements of previous series and the valuable suggestions of dozens of teachers who shared their experiences with integrated education. With these insights, we developed fun and colorful content layouts tailored to the needs of each grade level, with series characters playing a crucial role. I developed, designed, and oversaw the implementation of this comprehensive visual language, including layouts, icons, character development, and illustration styles.