As Founder and Creative Director of Ama&Me, my team and I set out to reimagine how parents access support by replacing cold, clinical platforms with something immediate, caring and trustworthy. Through strategic creative direction and brand design, Fuente developed a visual and verbal identity that reflects the heart of Ama&Me. The result is a WhatsApp-based AI service that offers empathetic, evidence-based guidance to parents whenever they need it.

Source
Pregnancy and parenting advice online is often overwhelming, confusing or inconsistent. Ama&Me was created after seeing friends experience this frustration firsthand. The brand needed to feel emotionally intelligent, grounded in medical credibility and instantly accessible to parents everywhere. With Ama&Me, users can send a text, voice note or image about their pregnancy or parenting question directly via WhatsApp and receive an instant, supportive AI-generated response.

Strategy
Our approach focused on building trust and empathy through simplicity and emotional resonance. We wanted the experience of messaging Ama&Me to feel like speaking to someone who listens, understands and offers thoughtful support. The brand strategy combined scientific accuracy with a soft, reassuring tone to serve parents across different cultures, languages and life stages.

Solution
Fuente led the creative direction and brand development across every touchpoint. We defined a purpose-driven mission focused on fast, reliable and emotionally conscious support. A soft, modern visual identity communicates clarity and warmth. Iconography, data visuals and brand assets were designed to feel accessible and trustworthy, while the tone of voice remains warm, clear and medically grounded.

Success
Ama&Me is now recognised as a trusted health companion providing instant support at any time. It has reached over 10,000 users in its early growth stage through WhatsApp and is positioned as a leader in emotionally intelligent health design. The brand now scales across app, editorial and partnership channels, redefining how parents receive guidance and care.