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Case 04

A proposal the client signed on sight

Social content proposal for a children’s emotional wellbeing brand: twelve posts across statics, carousels and 2D animation, built on its identity and its children’s book. The client signed after seeing it.

Client
Children’s emotional wellbeing brand
Brief
Social content proposal, two months
Timeline
3 days
Outcome
Account won
Role
Creative direction and production
  • Social content
  • 2D animation
  • Visual system
The brand’s four characters, orange, green, blue and red, grouped on a cream background among stars, clouds and a lightning bolt.
“The Daily Mood” post: the orange character holds a banner that reads “Thursdays Are The Best!”.
“Join the Mood Crew” post: an open orange envelope with character cards coming out.

01 · The brief

A two-month calendar for a feelings bracelet

Moodiband is a bracelet with a dial kids turn to show how they feel. Each color is an emotion and each emotion has a character: green for calm, yellow for energy, red for when they need space and blue for when they need a hug. The brand insists on one idea: there are no bad colors, and the bracelet isn’t a reward-and-punishment system.

The social accounts team wrote a calendar for August and September: twelve posts, each with its concept, design instructions and caption. Our job was to turn it into finished pieces to present to the client before they signed.

The calendar

DateFormatPillarPost
Aug 14StaticMeet the Mood CrewTeaser: Peeking Eyes
Aug 18CarouselMeet the Mood CrewEyes Rolling Across Frames
Aug 21StaticParenting WinsMood Forecast
Aug 26ReelMeet the Mood CrewMeet the Mood Crew
Aug 31CarouselKids ContentPrintable Activity Preview
Sep 3CarouselParenting WinsTool vs. Behavior Chart
Sep 6Looping reelCommunitySunday Mood Check
Sep 10StaticCommunityNewsletter Announcement
Sep 16Looping reelKids ContentDance & Movement Loop
Sep 24StaticMeet the Mood CrewBreaking News: Sunny’s Pick
Sep 29CarouselParenting WinsBedtime Routine
Sep 30Reel with voiceoverEducationMeet the Mood Crew

I led the project and also designed and animated pieces alongside a designer and a video editor. Tools: Illustrator, Figma, Photoshop, After Effects, Premiere Pro and ElevenLabs for the voice.

02 · The starting point

An identity and a book, but no system for social

The brand had an identity in development, with five logo proposals, an eight-color palette and two typefaces, Solar Display and Lexend Deca. It also had a children’s book that introduces the characters in pastel tones. There was nothing designed for social: no pieces, no templates, no rules for using the characters.

The system came out of those two documents. We didn’t add new colors, typefaces or characters.

  • Client material
    Cover of the children’s book “Big feelings, made easy”, with four characters in pastel tones.
    Cover of the children’s book.
  • Client material
    The moodiband wordmark on a coral band with a scalloped edge and two eyes.
    An application of the wordmark in the identity: the scalloped band with two eyes.

03 · The system

A system drawn from the identity

Three decisions were enough for twelve posts across five different pillars to read as a single brand.

  • Color legend with the four characters: Excited Orange, Upset Red, Tired Blue and Happy Green.

    Characters for a small screen

    The book’s characters are pastel with soft shapes. We redrew them with more geometric, flat shapes in the identity’s saturated colors, so they read on a phone. The palette has no yellow, so energy became orange, the brand’s #FF9D35.

  • Teaser post: the orange character peeks out from behind a scalloped purple band, with the text “Something is peeking…”.

    The band with eyes

    In the identity, the wordmark rests on a scalloped band with two eyes peeking out. We used it for the teaser: a character peeking out before being introduced.

  • Cream scalloped stamp on a purple background with the text “Download & Print” and the address moodiband.com.

    A stamp for every call to action

    The band’s scalloped edge, which the bracelet’s dial also has, is used as a stamp for key messages: “Something sweet is coming!”, “Download & Print” and “No fixing. No judging.”.

Typography: Solar Display for headlines and Lexend Deca for text, as the identity required. Format: 4:5 for the feed and 9:16 for reels.

04 · Carousels

Carousels that read in one go

Each carousel spreads one idea across three or four slides. In the first, the green panel crosses the cut between the first and second slides, so swiping reads as a single strip.

  • Feelings in motion

    4 slides

    Four-slide carousel: big eyes with “Swipe to see Feelings in motion!”, two slides with characters and phrases, and a stamp with “Something sweet is coming!”.
    The background continues from one slide to the next.

  • Communication Tool

    4 slides

    Four-slide carousel: “Communication Tool, not a Behavior Chart”, the speech bubbles “I need space” and “I need a hug” and “3 Practical Tips”.
    The brand’s core message for parents: a tool for talking, not a behavior chart.

  • Night Routine

    3 slides

    Three-slide carousel: two characters in nightcaps, the question “What color was your day?” and the stamp “No fixing. No judging.”.
    A question for before bed: “What color was your day?”.

05 · Animation

Modular 2D animation

The first thing we animated was the wordmark: the two “o”s in Moodiband cycle through the faces of the four characters. That animation closes the first reel and the final one.

Each reel was built with pieces from the previous one. The first introduces the characters one by one, each on a background in its own color. The second is an eight-second loop with the bracelet’s dial. The final reel reuses the animations from both and adds voice.

  1. 01

    Animated wordmark

    6 s

    The two “o”s change faces.

  2. 02

    Meet the Mood Crew

    13 s

    One character per emotion, each on its own background.

  3. 03

    Sunday Mood Check

    8 s loop

    The dial turns from Happy to Sad and loops back to the start seamlessly.

  4. 04

    Final reel

    39 s

    Reuses the three modules and adds voiceover.

    Combines all three
  • The green character, rectangular and smiling, on a soft green gradient.
  • The orange character, dome-shaped, on a warm gradient.
  • The red character, crescent-shaped, frowning on a pinkish gradient.
  • The blue character, drop-shaped, with a tear, on a light blue gradient.
Meet the Mood Crew: one background per emotion.
  • The moodiband wordmark in black on cream.
  • The wordmark with the two “o”s turned into red and blue faces.
  • The wordmark with the two “o”s turned into orange and red faces.
  • The wordmark with the two “o”s turned into two green faces.
Animated wordmark: the “o”s change faces.
  • The bracelet dial points to the green face, with the word “Happy” and a green background.

    Happy

  • The dial points to the orange face, with the word “Excited” and an orange background.

    Excited

  • The dial points to the red face, with the word “Upset” and a red background.

    Upset

  • The dial points to the blue face, with the word “Sad” and a blue background.

    Sad

Sunday Mood Check: the background changes with each emotion.

The first reel used After Effects’ posterize time effect, which reduces the frame rate and gives the movement a hand-drawn animation feel.

06 · Script, voice and sound

A twelve-second script in a thirty-nine-second reel

  • Title on a purple background: “There are no such things as bad emotions!”.
    Opening
  • Title on a lilac background: “Feel it. Show it. Share it.”.
    The tagline, word by word

The calendar included the final reel’s script with a twelve-second rundown. Read at a natural pace for speaking to parents, it runs over thirty, so we extended the reel to thirty-nine seconds instead of cutting the copy. The two lines the script reserved for on-screen titles, “There are no such things as bad emotions!” and “Feel it. Show it. Share it.”, also went into the voiceover, and the titles come in on the beat of each word.

The voice was generated with ElevenLabs, with the direction to read warmly. We tried four takes and, for the wordmark’s sonic signature, three different voices. Since it was a proposal, the synthetic voice served as a sample of what could be achieved with AI; after signing, the client approved continuing with this type of voice. The music is from Envato, and cartoon sound effects (bounces, a growl, a whimper) accompany the characters.

Final reel · full script

SceneImageVoice
1OpeningTitle on a purple background: “There are no such things as bad emotions!”“There are no such things as bad emotions.”
2The groupThe four characters appear together on a cream background.“Meet the Mood Crew, four big feelings that everyone carries around.”
3GreenThe green character blinks calmly on a soft green background.“Green is calm and steady. Ready to listen, play and chill.”
4OrangeThe orange character bounces on a warm background.“Sunny is bursting with yellow energy. Bouncy, excited and ready to go.”
5RedThe red character frowns on a pinkish background.“Red isn’t a bad mood. It just means ‘I need space to cool down.’”
6BlueThe blue character blinks slowly and a drop falls.“And blue is low energy, gentle, quiet and usually needs a big hug.”
7Tagline“Feel it. Show it. Share it.”, word by word.“Feel it, show it, and share it.”
8The dialThe dial turns: Happy, Excited, Upset, Sad.“Whatever color your child is feeling today, there’s space for all of them. Turn the dial with Moodiband.”
9ClosingAnimated wordmark.“Moodiband!”

07

Outcome

  • 3days
  • 12posts
  • 3animated reels
  • Account won

The client signed after seeing the proposal. We arrived with two months of designed content instead of a sample, presented exactly as it would look on their Instagram profile.

The proposal’s twelve covers in a three-column grid, like an Instagram profile.
The proposal: the twelve covers in feed order.

Senior Designer | Branding · Motion · UX · AI Production

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Madrid, Spain | Remote work for Toronto, Canada