W.I.S.E. Up! Brand Refresh

W.I.S.E. Up!®, a program launched by The Center for Adoption Support and Education, empowers children in adoptive, foster, and kinship families to embrace their stories with confidence and pride. Through engaging activities and supportive dialogue, the program creates a safe space where youth build self-awareness, resilience, and communication skills to navigate questions about their families and experiences, and prepare them for intrusive questions and insensitive remarks from peers and others.

Rooted in empowerment and belonging, W.I.S.E. Up! helps every child find their voice and share their story – on their own terms.

In 2026, W.I.S.E. Up! celebrates 25 years! CSA Studio was hired to refresh the brand and create a new evolution of the program that has been trusted by families and professionals for more than two decades.

This new chapter was the perfect time for a brand refresh, to create a more modern aesthetic, including a fresh and bold new color palette, a new logo, and new look for CASEY the Owl, the beloved program mascot.

The creative team of Chrys Sbily, Vivian Suarez and Dina Cuadrado developed the refreshed brand, updating all brand elements, while ensuring the new look was warm and engaging. In addition to a new W.I.S.E. Up logo which exhudes joy and energy, CASEY the owl,got an illustrative makeover, with a style and personality that speaks to the target age group.

“Designing Casey was about creating a character that could bring joy, comfort, and connection throughout the adoption journey while also standing the test of time. What makes this project even more special to me is that my 11-year-old daughter, Vera, was part of the creative process. Instead of designing solely from an adult interpretation of what children might connect with, we made space for an actual child’s perspective. Her sketches became the foundation for the mascot, which I later refined and developed into the final design,” said Art Director Vivian Suarez.

Added designer Dina Cuadrado, “Working on the W.I.S.E. Up! redesign was one of those special projects where creativity and purpose align perfectly. Designing a brand rooted in empowerment and emotional safety, one that helps every child feel seen, confident, and motivated to share their story, was an inspiration and made this project especially close to my heart.”

Chrys Sbily also shared this reflection, “We were honored to work with our friends at C.A.S.E. on this important initiative and to help breathe new life into this product and program. It has been an absolute joy watching CASEY come to life, and we look forward to following his travels and adventures!”