Branding

Fundación ALEGRÍA

The Client Fundación ALEGRÍA is a nonprofit organization based in Manta, Ecuador, founded by Silvia Calderón, a clinical psychologist and also the founder of equipo RDCD. The foundation has spent years working in the field of social development, walking alongside children, young people, and families with a deep and steady commitment to transforming lives from the inside out.

This is not a new foundation. It is a foundation with history, with real achievements, with years of accumulated effort — and with a heart that has always known exactly why it exists.

The Problem. This project came to me naturally, as an extension of the working relationship already built with equipo RDCD. The situation was clear and at the same time layered: the foundation had an old visual identity that no longer represented who they were. They had grown, evolved, and deepened their mission — but their image was still telling an outdated version of their story.

And beneath that outdated image, there was something that hurt more: years of genuine work, real achievements, lives transformed, that simply weren’t visible. There was no visual system capable of holding and communicating the weight of everything the foundation had built. Their social media presence was inconsistent, their website didn’t reflect their essence, and they had no visual tools to connect with new audiences, donors, or partners professionally and credibly.

The challenge was twofold: build a new identity that represented them as they truly are today, and at the same time create the channels, formats, and pieces that would finally give real visibility to all the work the world needed to see.

The Solution: A full rebranding was developed, not just a new logo, but a complete visual and narrative ecosystem designed so the foundation could present itself with the strength and dignity its work deserves:

• Complete visual identity: logo, color palette, typography, graphic line, and all applications.

• Web design: gathering years of data, achievements, and history, condensed clearly and powerfully without diminishing their value. The goal: anyone landing on the site would feel the real weight of the foundation within seconds.

• Social media: a content strategy built on key pillars, with posts designed to communicate the foundation’s essence transparently and connect with its audience. Part of the content was developed in collaboration with Silvia Calderón’s personal Instagram, so the foundation’s material would be backed by the equipo RDCD team of professionals in personal, psychological, and family development.

• Promotional video: production and editing of a video to present and position the foundation’s work.
 
• DULCE MORENITA | Character creation: one of the most creative moments of the project. The character emerged as a creative proposal of mine, developed in co-creation with the foundation. Dulce Morenita is a young girl who specializes in giving advice: spontaneous, creative, sensitive to the needs of children and families, adventurous, altruistic, and with a deep sense of social responsibility. She never sees impossibilities; she believes everything is possible with work, determination, and love. Even her name was chosen with the help of the audience itself, making her from the very beginning a living social experiment that the community adopted as their own.

 • MICRO-DOCUMENTARY | LA TRAVESÍA: a mini-series created in co-creation with the foundation, with one clear purpose: to awaken awareness at a time marked by apathy and isolation. To show that every effort counts toward transforming lives, that the work is real, that the lives being changed are real, and that the foundation has been part of that story for years.

The result: a foundation that finally looks like what it has always been: real, committed, professional, and full of purpose. A visual identity that holds years of work and projects them forward. Digital tools that connect with donors, partners, and communities with credibility and genuine emotion. And a character and a mini-series that carry the foundation’s message farther than any static post ever could.

Visual Identity

The visual identity includes logo, color palette, typography, and all brand applications, building a cohesive system that reflects the foundation’s maturity, warmth, and social purpose in every single piece.

Stationery

Stationery and support materials designed as part of the identity system, communicating through every detail the seriousness and warmth of an organization that has spent years building something real.

Promotional Video

Production and editing of a video to present and position the foundation’s work. A series of posts was created within equipo RDCD’s account and on psychologist Silvia Calderón’s Instagram, so the foundation’s content would be connected to and backed by a team of professionals in personal, psychological, and family development.

Website

The goal was to make visible all the effort and achievements the foundation had worked so hard to build over the years, clearly, directly, and without diminishing their value.

To accomplish this, years of data and history had to be gathered, condensed without losing their weight, and presented in a way that allowed anyone visiting the site to feel the real magnitude of what the foundation has built, within seconds. The rebranding and the new website went hand in hand: one would not have made sense without the other.

Social Media

A content strategy was developed based on key pillars, with posts designed to share the foundation’s essence in a transparent and approachable way. Part of the content was created in collaboration with psychologist Silvia Calderón’s Instagram, so the foundation’s material would be supported by the equipo RDCD team of professionals in personal, psychological, and family development.

Instagram oficial

Character Creation | DULCE MORENITA

We created a virtual character: DULCE MORENITA.

She emerged as a creative proposal developed in co-creation with the foundation, and the audience even helped choose her name, turning her from the very beginning into a living social experiment.

“She is a young girl who specializes in giving advice, spontaneous, creative, sensitive to the needs of children and families, adventurous, altruistic, committed to social work, and with a deep sense of responsibility toward others. She never sees impossibilities. She believes everything is possible with work, determination, and love. She is a friend, joyful, and encourages the potential in every child, young person, and adult. She is always inviting people to take action — to serve others.”

Creación de Mini-Serie

MICRO-DOCUMENTARY | LA TRAVESÍA

Created in co-creation with the foundation, with one clear purpose: to awaken awareness at a time when apathy, isolation, and negativity dominate. To show that every effort counts toward transforming lives. That this is a real project. That the achievements are significant and real, and have been built with dedication and love over many years.

Instagram oficial

Credits

Project: © Fundación ALEGRÍA
Location: Manta – Ecuador
Collaboration with: Silvia Calderón (Founder & Clinical Psychologist) · Karla Calderón (Co-founder & Speech-Language Therapist)
Industry / Sector: NGO – Social Development

 

Services Provided:
• Full rebranding and visual identity
• Strategic branding development
• Social media digital design and content strategy
• Custom illustration and character creation
• Audiovisual production and editing (promotional video + documentary mini-series)
• Web design

 

Tools & Software Used:
• Adobe Illustrator
• Adobe Photoshop
• Adobe After Effects
• Adobe Premiere Pro
• Adobe Audition

Team & Roles:
• Design, Illustration & Concept: Andrea Jaramillo

Channels:
• Social Media
• Print and stationery
• Apparel (uniforms)
• Event banners
• Web

Launch Date: 2025