Maya Protege

Maya Protege operates where trust and responsibility are everything. As a funeral plan, the brand had to convey security and organization while keeping a respectful tone close to the families it serves.

The direction was built on balance, institutional solidity paired with a human, accessible approach, avoiding both excessive rigidity and informality. Every branding decision serves one goal: to establish Maya Protege as a contemporary reference in funeral planning, offering guidance, calm and care over time.

Personality

Calm, clear and trustworthy. The communication is direct and intentional, designed to reduce uncertainty and convey security at every touchpoint. The tone stays professional and respectful, no excess, no drama, reinforcing organization, transparency and responsibility.

• Vision: Offer peace of mind through a clear, reliable and responsible presence in the care of families.
• Mission: Provide a structured funeral plan, grounded in planning, organization and respect.
• Promise: Convey security and calm through consistent strategy, clear communication and responsible service.

Voice in practice

• Protection made for your family. Planning ahead is a form of care, Maya Protege organizes and delivers complete funeral assistance, bringing more peace to the people you love.
• Family funeral assistance. A plan built to offer organization, support and care, with clear processes and responsible service at every moment.
• Care that lasts. Peace of mind isn't improvised, it's built with planning, responsibility and attention to the details that truly matter.

Mood board

A balance of everyday life, clarity and institutional calm. Real family scenes, abstract graphic elements and contemporary composition communicate protection without tension and care without drama. Natural light, deep greens, organic forms and structured layouts reinforce stability and continuity, security framed as calm built on planning, not fear or urgency.

Color

The palette communicates confidence, calm and institutional solidity. Greens structure the visual base, care, stability and continuity, with deeper tones as the main background and lighter ones for contrast, hierarchy and visual lightness. A lavender accent appears sparingly for highlights, links and detail, bringing contrast and refinement.

• Timber Green 950 #0C332A: the deep institutional base.
• Sea Green 700 #0D9448 / 500 #14D366: the brand greens for presence and contrast.
• Dull Lavender #A29DFF: the single accent; highlights, links and detail.
• Timber Green 50 #EFFAF5: the light base for clear, breathable pieces.

Typography

Libre Baskerville and Inter form a coherent, functional system, institutional presence balanced with simplicity, creating clear hierarchy across every touchpoint. Both are widely accessible and easy to apply, ensuring technical efficiency and visual consistency in digital and physical environments. Libre Baskerville for headlines, Inter for body.

Art direction

Trust, care and calm, protection portrayed serenely, without emotional excess or literalism. The imagery treats the funeral plan as a natural part of family planning.

• Real life and human bonds: Real families across different life stages, in natural, unstaged moments. Soft natural light and authentic expressions that convey warmth and trust.
• Calm and stability: Organized settings, contained gestures and stable compositions. No harsh contrast, hard shadows or tense framing.
• Contemporary and respectful: A clean, timeless aesthetic across urban, residential or institutional settings, always professional and accessible.
• Abstraction and visual system: 3D forms, subtle textures and geometric compositions symbolize protection and continuity, without obvious icons or religious figures.

Outcome

The final identity turns the strategy into a clear, consistent and trustworthy visual system. The logo joins solidity and care in a contemporary, balanced construction that reinforces protection and continuity. Its simple, symbolic form ensures easy recognition and flexibility from digital to physical, a discreet, institutional and lasting brand.

Brand in use

The system works naturally in the real world, from digital to print, holding clarity and legibility at any scale. The mockups show how the brand supports day-to-day communication, reinforces credibility and aids recognition across every touchpoint: an organized, trustworthy, coherent presence.