THE BRAND
Doctor Aline Fernandes is a pediatric doctor caring for patients from 0-12 years old. Through the visual identity project of her brand, the physician wants to express the high level service she provides combined with her professional competence. On top of that, it was important to show her care for the patients.
BRAND ATTRIBUTES
Through words selected by the professional, it was possible to identify two archetypes that fit her profile: the Sage and the Caregiver. The Sage has the gift of intelligence and confidence, aiming to achieve happiness through knowledge and truth. The Caregiver is an altruist, driven by compassion, generosity and a desire to help others. The combination of these two powerful archetypes embodies the personality of the professional.
THE COLOURS
According to the book Psychology of Colors (Evan Heller), this chromatic composition symbolizes delicacy, associating, therefore, with the words related to the professional and her archetype. Furthermore, in childhood, the colours blue and pink are socially seen as colours related respectively to the boy and the girl.
