Mágico de Oz is a private school in Minas Gerais, Brazil, focused on early literacy for children aged 4 to 8. The project reinterprets the classic reference to L. Frank Baum through a strategic visual system designed specifically for early childhood education.

The visual identity was expanded with a set of custom mascots, created as narrative tools rather than decorative elements. Each character helps translate educational concepts, values, and routines into a playful and accessible visual language, strengthening emotional connection with children and families.

This character-driven system allows the brand to communicate across different materials and touchpoints while maintaining consistency, flexibility, and a strong sense of imagination aligned with the school’s pedagogical approach.

One of the key characters created for the brand is Robie, a robot designed to represent intelligence, curiosity, and inclusion.

Robie was intentionally designed with wheels instead of legs. This choice brings representation to children with physical disabilities, reinforcing the idea that mobility differences are not limitations. In the narrative of the brand, Robie’s wheels are part of his advanced design.

Visually and conceptually, Robie represents high technology and intelligence. He is portrayed as a next-generation robot, combining learning, problem-solving, and emotional awareness. His design communicates that knowledge, creativity, and potential are not defined by physical form, but by imagination and capability.