Cuidate

Cuídate is a culturally grounded consulting and coaching practice dedicated to helping organizations build safer, more liberatory spaces for LGBTQ+ communities and people of color. Rooted in the language and traditions of care found across Latinx communities, the brand centers the idea that “cuídate” means take care. It reflects a shared practice of looking out for one another, honoring lived experience, and creating environments where people can move through the world with dignity and belonging.

SOLUTION

The brand identity explores how care, protection, and cultural memory can translate into a visual and narrative system that feels intimate, human, and strong. Inspired by everyday gestures of community care such as an abuelita checking in, a friend asking you to text when you get home, or the quiet ways we show up for one another, the identity holds both softness and resilience. Warm tones, tactile imagery, and expressive typography help carry the feeling of closeness, trust, and familiarity.

Through coaching, consulting, and workshops, Cuídate partners with organizations that are ready to move beyond performative diversity and into meaningful cultural transformation. The resulting brand system reflects that spirit of care. It centers corazón, honors community knowledge, and helps shape workplaces into spaces where people can feel safe, seen, and supported while building toward joy, healing, and collective liberation.

Day Corso (creative director and brand designer)