2016-2018 | Santiago, Chile
Executive Director
work on
Management
Concept strategy
art direction
Educational Project
Print & Environmental
Marketing & Advertising
web design
An Opportunity to Design A Kindergarten From Scratch
In 2015, RECH entrusted my partner, Valentina Muñoz, an interior designer and art teacher, and me with a new initiative to design a private nursery and kindergarten for children 3-months to 5-years. Named Pangui, it’s the newest school launched by RECH.
What set’s Pangui apart from the rest of the schools in the network is that it is the only pre-school, and is a completely private institution. This allowed us the opportunity to design all aspects of the project that made it a true working venture: business model, curriculum, name, infrastructure, financial management, human resources, staff uniforms, branding, and overall story.
The Story Behind The Concept
Pangui is located in the town of La Florida, one of the fastest growing suburbs of Santiago. It was built above one of the most trafficked subway stations south of the city. And, as one of the last countries at “the end of the world,” the migration phenomenon is just hitting Chile, which accounts for the high diversity of families that make up the school’s population. These factors informed us on how to begin tackling the challenge of developing a kindergarten. We chose to embrace immigrant values and the notion of raising children with open minds to all cultures.
A Brand Aware
Of Culture
The word “Pangui” means “Puma” in Mapudungun, the language spoken by Mapuches, an indigenous group native to Chile. We chose this word for many reasons. First, pumas inhabit most of the continent, so it lent itself to unifying cultures inside Pangui. Second, it is an easy word for toddlers to pronounce, which we felt was important in allowing for an emotional bond to form between them and the school. Third, an animal mascot provided the ethical and environmental awareness we were looking to introduce to the children.
The brand identity is a pictoral logo that shows the profile of a baby puma that seems to be taking its first steps. The wordmark is a geometric design of basic shapes that makes reference to the classic baby shape-sorter game. The color palette was made from four non-saturated colors and their shadows, plus the blue background.
Say Hi, Pangui!
As part of the storytelling of Pangui, we developed the idea of a mascot called "Pangui," a gender-neutral cartoon that represents a native baby puma. "Pangui" is a friend to the children who they can recognize and empathize as another charismatic classmate. The mascot is incorporated into the children’s day-to-day routine through study materials, wayfinding, and merchandising products.
Pangui’s Innovation:
A Gender Inclusive Project
Pangui’s educational curriculum was thought out to avoid the imposition of gender stereotypes. All study materials and classrooms are set up in a gender-neutral format. No gender division is encouraged. In fact, the children’s uniforms are gender-neutral as well. In addition, all of the facilities and spaces are designed to include everyone, regardless of their genders, class, origin, or nationality. The staff is comprised of women and men, a stark contrast to the rest of the Chilean market, in which men typically are not on staff.
A Complete Renovation Of Infrastructure Was Necessary
A significant part of Pangui's venture was to refurbish the facilities. The building used to be a school for special needs children, and was left in deplorable conditions. The challenge was reconfiguring and adapting new installations for new service. Current government regulations mandated that updated parameters be made to the infrastructure, rendering much of the previous facility useless. Further, safety regulations specific to facilities designated for pre-school institutions made this a sophisticated renovation.
Today, almost every room in the building has been fully renovated. A kitchen was added to provide students meals and proper nutrition. An outdoor patio, which would add opportunities to outdoor enrichment in an open classroom, is still pending.