Puppetly

Brand identity and investor presentation for a health-tech startup — robots that help children express and understand emotions in therapy.

The Project

A brand that feels safe to a child — and credible to the clinics and investors behind them.

Puppetly turns a therapy conversation into something a child can see and feel. Two robots — one to guide, one to respond — act out the emotional moments of a session, so abstract feelings become easier to recognise and to remember between meetings. Everything is captured, structured, and analysed to support the therapist's work.

The brand had to do two things at once: feel warm and friendly to a six-year-old, while reading as serious, clinical technology to the doctors, health centres, and investors evaluating it. Not a toy brand. Not a kids' app. A trustworthy tool built around children.

Industry

Health-tech · Child Therapy

Language

English
Hebrew

year

2026

What I Did

✦Brand Strategy✦Logo Design✦Visual Identity✦Mini Brandbook✦Print Materials

The Work

From two robots to a brand people trust.

Logo & Visual Identity

The hardest question came first: how do you say "made for children" without becoming a children's brand? The answer lived in the product itself — the two characters who meet the child in therapy. The mark is built from a pair of robots, one guiding and one responding: friendly enough to reassure a young child, clean enough to sit on a clinical proposal.

We explored three distinct directions, each saying something different about the technology, then refined the strongest one until the two characters read instantly — playful, but never a toy.

Three directions explored

Exploration — dozens of variations

Two, not one

Refining the chosen mark

The final sketch

Final Logo

The final mark — two characters, one to guide and one to feel. Reading as care, never as play.

Colours & Typography

A confident, friendly blue system — trustworthy without turning cold or clinical. Rounded, approachable type keeps the brand human at every size, from a child's screen to an investor slide.

The Document Template

Beyond the obvious PDF letterhead, the brand shipped with a fully built Word template — not a flat export, but a properly structured document. Every footer link works, the layout holds when the text is edited, and the styles stay consistent. It's the unglamorous, genuinely hard part: a file the team can actually write in that still looks designed.


PDF LETTERHEAD	WORD TEMPLATE
Print-ready branded blank	Editable, structured, live footer links

The Investor Presentation

A pitch deck built for a mixed room — clinicians, hospitals, and investors. Problem, solution, the approach behind it, results, and the business model, all in the Puppetly visual language so the brand carries through every slide.