Case Study · Mind & Heart Institute (MAHI)

01. The Challenge

Imagine this:

• A business with more than 30+ years of work in neuroscience, education and leadership.

• Dozens of programs: Superlearning languages, NeuroWellness, NeuroLeadership, retreats, coaching, wellness products, and more…

• Presence in Mexico. A clear path to the US, Spain and LATAM.

• Strong reputation. Real results. But the brand? Stuck in the 90s.

• The story was fragmented. The visual identity felt dated. The website didn’t work. Content was inconsistent. Opportunities slipped through the cracks.

• Everything lived under the old name PEFE. Big opportunity. Fuzzy message. Too many offers. No clear system. No real digital presence that matched the level of the work.

So I asked a simple question:

How do we turn this from a collection of services into a coherent brand ecosystem that can actually scale?

02. The Objective

In 2 months, my objectives were:

A. Build a brand system — not just a brand.

• Narrative people feel.

• Structure people understand.

• Design language people remember.

B. Organise everything into 3 pillars.

• Languages – Superlearning English & accelerated learning

• Wellness – NeuroWellness 360°, Fitness Mental, CHPT, rTMS, art & mindfulness

• Leadership – NeuroLeadership, Heart & Mind Leadership, outplacement & coaching

C. Automate creative + marketing workflows with AI

So the brand can generate content at scale, on-brand, on demand.

D. Do it in 8 weeks

Not as a stunt, but as proof that with the right systems, speed and quality can coexist.

3. Strategy: Turn a Brand into a System

You don’t fix complexity by “adding more design”. You fix it with structure.

Brand Architecture

First move: create a simple mental model.

• Every program, product and service had to “live” under Languages, Wellness or Leadership.

• Each pillar got:

  • A clear promise

  • A tone of voice

  • Hero offers (flagship programs and retreats)

Result: clients stop seeing “a list of things” and start seeing a roadmap.

“I want to improve my English.” → Languages
“I want mental energy and emotional balance.” → Wellness
“I want to lead better and avoid burnout.” → Leadership

One institute. Three doors. Zero confusion.

4. AI as a Creative Partner

Most people use AI as a novelty. I turned it into infrastructure.

Here’s where it gets fun.

Most people bolt AI onto a broken process. I did the opposite:
Fix the process. Then wire AI into it.

A. The Brand Guardrails

Before asking AI to “write something”, I taught it how MAHI speaks:

• tone of voice

• vocabulary

• visuals

• scientific boundaries

• messaging do’s and don’ts

This became the brand operating system for AI: prompts, templates and rules that keep everything aligned.

B. Automated Creative Workflows

I designed templates and workflows so one idea becomes an entire ecosystem:

• landing pages

• email sequences

• Social media content

• scripts

• micro-learning capsules

What used to take weeks now takes hours — consistently.

5. From Pillars to Business Models

“A rebrand without strategy is just decoration.”

What I did was redesign how the business works.
Once we defined the three pillars — Languages, Wellness, Leadership — I went deeper and mapped out their vertical routes:

• Languages: Superlearning, Inglés sin Miedos, accelerated learning.

• Wellness: NeuroWellness 360, Neuro-plasticity, Neuro-nutrition, Neuro-technology

• Leadership: Neurocoaching, NeuroLeadership, Emotional Intelligence.

Then we asked a different question:

“For each vertical, what are all the ways this can become a business?”

Instead of one generic “training company”, we designed multiple routes to market:

• B2B – corporate programs for banks, pharma, automotive, universities, etc.

• B2C – groups, retreats and transformation journeys for individuals.

• Digital – online programs, memberships and evergreen content.

• Products – CHPT, tools, tests and neuro-wellness assets.

• Licensing & certification – Superlearning and NeuroLeadership as scalable systems.

And I didn’t stop there.
For each combination (pillar × vertical × business route), I defined:

• Who it speaks to (HR, CEOs, professionals, individuals)

• What problem it solves

• How it shows up (offer, format, channel)

• How it talks (tone, promise, narrative)

Same brand core.
Different communication style depending on the pillar and the audience.

AI helped us pressure-test this:
we could prototype messaging, offers and funnels for each route fast, then keep what resonated and discard what didn’t.

So research here wasn’t just “market analysis”.
It was business design.

The pillars stopped being a slide in a deck.
They became a matrix of real opportunities: B2B, B2C, digital, products, licensing — all speaking the right language to the right people.

6. What Changed in 8 Weeks

1. Total brand clarity

   MAHI now feels unified, intuitive, and globally relevant.

2. Speed

   AI handles the heavy lifting.
   AI + templates = days instead of weeks.

3. Consistency

   Three pillars → one universe.

4. Scalability

   New offers plug into an existing architecture.
   The brand doesn’t “break” each time something new is launched.

7. How I Work

This project is a snapshot of my approach as a creative director and AI specialist:

Immersion over assumption

I study the founder, the science, the market, the psychology, the needs and the opportunities.

Systems over assets

Logos fade. Systems scale.
Brand architecture, messaging frameworks, repeatable content flows.

AI as leverage

I use AI to compress time, not to replace thinking.

Creativity tied to business outcomes

Every design, every message, every pillar is tied to revenue, relevance and long-term growth.