Rafaela Peixe - Branding (2021 // Brasil)
Psychiatry can seem taboo in certain situations, so having a visual identity that can arrest and captivate the patient is ideal. The treatment and technique used by Rafaela are extremely professional and based on strong pillars of medical psychiatry, but carried out to obtain and show healing, refuge, peace, safety and hope.
The biggest challenge of the project was to apply these concepts in the visual part, without losing the solidity and seriousness of the work, so the symbol was built after literally hundreds of different attempts and tests of positioning and details. My client used the dandelion as a symbol and visual feature before, and to maintain the concept it was improved with the insertion of two other elements: a fish and the sun.
To bring more personality and mainly soul, the personal side of the business, the discreet figure of a fish was embedded in the middle of the dandelion, making reference to the psychiatrist's surname (Peixe = Fish). Thus, we are able to reach a very immersion point in the concept of delving into the patient's problem, understanding, solving, welcoming the personal side in a treatment with the patient.
Its identity was worked on the basis of minimalism and modern design, bringing very few elements in well organized and clean layouts, bringing total focus on the symbol, which was built from a geometric grid planned for the best possible positioning and spacing of the details inserted.
The architecture and ambience of the office greatly influenced the choice of colors in the style of the most minimalist details and outlines, matching the walls and armchairs. Everything talks to each other in a harmonic and functional way, generating a good visual solution.
Finishing the logo construction part, the chosen font brings a good readability and legibility, thus, not creating any conflict with the symbol, being able to be used with or without the icon and still maintaining its identity.