Dra. Carolina

Brand Identity (2025)

Dr. Carolina Andrade wanted her brand to stand out from the typical visual clichés often used by other psychotherapists, like mantras or spiritual symbols. From the start, she emphasized creating something that felt safe, approachable, and trustworthy—especially since most of her clients are women and children. That decision informed the color palette and overall tone of the identity.

She also made it clear that she wanted the brand to feel friendly and to visually reference the dialogue between patient and therapist. The symbol—a smiling face paired with a speech bubble—captures this idea in a simple, memorable way. This figure becomes a recurring element, representing the exchange of conversations and support.

Additional graphic resources reinforce this narrative, including keywords that express reassurance, trust, relief, understanding, and connection. To highlight the idea of dialogue, the logo also appears inverted in certain applications, visually showing both sides of the exchange.

Beyond just a visual style, this is a complete system that adapts across different touchpoints. The project began with naming: originally, she wanted a different clinic name, but I recommended using her own name instead. It makes it easier to find her online and feels more personal and credible.

The tone of voice and written content were also part of the deliverables, all designed to create a warm, close connection with her audience.