We aimed to refresh Time to Smile's brand while preserving its core appeal. We refined the logo with new lockups, optimizing proportions and spacing to balance elegance and approachability. This ensured seamless integration across all physical and digital touchpoints. To enhance the visual language, we introduced open-source icons that reflect simplicity, cleanliness, and a friendly feel, adding warmth and consistency to guest interactions. We also developed a flexible brand system based on a structured grid, using grid-based cutouts as masks for the logo and photography. This allowed creative variety while maintaining consistency across posters, flyers, billboards, signage, and digital assets. Through these updates, Time to Smile now has a cohesive, modern brand identity that's future-proofed and ready to provide guests with a warm, engaging experience across all platforms.