[2023] Sentemente - Mental health center

origami clinic medical hospital branding minimal clinica marca estética mental health

SENTEMENTE

BRANDING - MENTAL HEALTH CENTER - 2023

When invited by Ana Clotilde, a psychologist and neuropsychologist, to develop the visual identity for her new clinic and redesign her personal brand, a compelling metaphor was presented. She illustrated her therapeutic approach by comparing her patients to "crumpled papers" when they begin therapy, gradually smoothing out and unfolding over time. Expanding on this metaphor, the concept for her brands was inspired by the art and philosophy of origami. The therapy's objective is not only to unfold and straighten out the "paper" but also to acknowledge its potential, much like origami does. Each "paper" holds unique potential, capable of transforming into a boat, a star, a butterfly, or a crane, ultimately soaring freely.

Origami and cognitive-behavioral therapy share some characteristics. Both focus on transformation, on creating something new from what already exists. Just as in therapy, where we work with our thoughts, emotions, and behaviors to change how we perceive and react to the world, in origami, we fold and manipulate the paper to create something new and beautiful.

The new clinic will have not only Ana Clotilde's private office but also two other spaces for professionals from related fields like psychiatry, psycho-pedagogy, nutrition, and others. The clinic's name is a wordplay between "Sentimento" (feeling) and "Semente" (seed). "Semente" brings an intriguing idea, linking healing and renewal to the origami philosophy, where awareness that paper once was a tree, which was once a seed, is present. The combination of "Sente" (feel) and "Mente" (mind) in the imperative form invites embracing humanity by analyzing internal issues, just as we overcome them from the planted and germinated seed of feelings.

Soft colors and lowercase delicate fonts were used to create visual serenity, reflecting both the therapeutic atmosphere and origami's patience. With a varied audience from children to elderly, the font combination balances modernity and tradition, represented respectively by Sukhumvit Set and the classic Didot.

The visual elements include various origami designs, featured in a pattern that adds a touch of playfulness to the brand. For Ana Clotilde's office, the same colors and fonts are utilized, accompanied by an origami butterfly, resurrecting her former logo symbol while reinforcing the spirit of renewal and transformation that underpins the entire clinic's concept. The brand applications follow a composition pattern with misaligned texts and irregular geometric shapes, overlaying diagonal lines, reminiscent of a paper with creases and folds.