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client
Bárbara Minas,
psychologist
2023
brief
“Dar Sentidos”, roughly translated as “providing” or “finding meanings”, is the name of psychologist Bárbara Minas’ clinical / educational practice.
She wanted to create a new identity for her practice, which started as purely digital but with plenty of room to expand into a physical space in the future.
The aim was to create a trustworthy brand that could help attract new clients and clarify Bárbara’s therapeutic process, whilst also supporting the sharing of educational content.
The latter was particularly important, as one of "Dar Sentidos"’ main brand goals is to challenge the stigma and preconceptions around Psychology and mental health. This called for a simple and approachable, yet professional, tone of voice.
brief
“Dar Sentidos”, roughly translated as “providing” or “finding meanings”, is the name of psychologist Bárbara Minas’ clinical / educational practice.
She wanted to create a new identity for her practice, which started as purely digital but with plenty of room to expand into a physical space in the future.
​
brief
“Dar Sentidos”, roughly translated as “providing” or “finding meanings”, is the name of psychologist Bárbara Minas’ clinical / educational practice. She wanted to create a new identity for her practice, which started as purely digital but with plenty of room to expand into a physical space in the future.
The aim was to create a trustworthy brand that could help attract new clients and clarify Bárbara’s therapeutic process, whilst also supporting the sharing of educational content.The latter was particularly important, as one of "Dar Sentidos"’ main brand goals is to challenge the stigma and preconceptions around Psychology and mental health. This called for a simple and approachable, yet professional, tone of voice.
concept
The identity plays with the meaning behind “Dar Sentidos”; in Portuguese, “sentido” can refer to meaning or purpose, but also to a sense of direction. This double meaning became the starting point for a flexible visual system, using chevrons, lines, and movement to suggest different paths and ways forward, much like what happens during therapy.
With Bárbara working closely with children and teenagers, the identity had to connect with parents whilst remaining approachable for younger audiences. Colour, typography, and illustration helped give the brand a warmer, more inviting character, balancing the seriousness of the subject with a sense of optimism and playfulness.
2023
Bárbara Minas,
psychologist
client
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outcome
The final identity was developed across a range of digital and print touchpoints, with social media as the main focus. A series of content categories was created to help Bárbara share information consistently, covering topics such as the therapeutic process, mental health, and reading materials for younger audiences. Alongside the visual identity, a content strategy and media calendar were also developed for the brand.
Templates, illustrations, and animated graphic elements gave each content category its own character whilst keeping the overall identity consistent. The system was designed to be flexible and easy to expand as the practice continues to grow.
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