Heart Matters: Visual Identity System
An emotionally intelligent identity built for children, educators and classrooms.
Overview
Heart Matters teaches emotional literacy to children. They needed a visual identity that felt warm, clear and engaging, something structured enough for teachers and expressive enough for kids.
I built a full identity system: illustration, palette, typography, layout grids and cross-format rollout across posters, booklets, digital assets and classroom materials.
The Challenge
Emotions can feel abstract and overwhelming for young learners. The identity needed to simplify complex concepts into visuals that are readable at a glance, whether printed on a poster or shown in a book.
The design had to:
feel friendly, not childish
support educators with clear hierarchy
hold consistency across 100+ deliverables
stay bright and optimistic
be simple enough to scale across new modules and formats
The Solution
The Visual Language
A rainbow-based palette was created to mirror the emotional spectrum. This gave the system warmth, consistency and recognisable cues.
Illustration Style
I built a clean, character-led illustration system using expressive shapes, clear emotions and repeatable visual logic.
Layout System
Each piece uses the same structural grid:
strong top band for clarity
wide margins
predictable reading order
teacher-friendly information hierarchy
Rollout
The identity was applied across:
classroom posters
emotional vocabulary charts
student worksheets
parent materials
programme books
digital templates
website design
The final system is simple, scalable and instantly recognisable.
Results
While this is an educational, non-commercial system, the identity strengthened:
classroom engagement
teacher adoption
programme clarity
brand consistency across provinces
ease of updating future modules
The identity is now used in training, workshops and schools across multiple environments.
Let’s Work Together
If you’d like to collaborate, discuss a project or explore a role, I’d love to hear from you.