Context
Mimo is an app for children aged 4–8, offering creative games that build critical thinking, empathy, and early tech skills. The brand needed to be joyful, safe, and easy to navigate — appealing to both kids and their parents.
Our approach
We created a character-driven brand system with modular shapes, expressive colors, and gentle animations. The tone was curious and positive, with a focus on fun over performance.
Visual identity
The logo is made of soft geometric forms — a blend of circles and rounded squares. The wordmark is lowercase and friendly, matched with a bright, accessible palette. We also developed a cast of characters to guide kids through the app, each tied to a learning theme.
Outcome
Mimo launched with strong parent engagement and early school partnerships. The brand identity helped differentiate the app in a crowded space and provided a consistent, flexible system for future content updates and campaigns.
