Caroline Brasil — Visual Identity

Challenge

A psychologist starting her private practice needed a complete visual identity — logo, color palette, typography, and stationery. The brand had to feel human, empathetic, and professional while reflecting her personal background and values.

Approach

• Explored the client’s family name and faith as creative starting points — the Pau-Brasil flower and religious iconography informed the symbol design
• Developed 8+ logo variations combining monograms and botanical marks before narrowing to the final circular flower symbol
• Selected Aboreto Regular (serif) for the brand name and Roboto (sans-serif) for body text — balancing elegance with readability
• Built the palette around three neutral tones: Camel, White Smoke, and Ebony Clay — warm and soothing without losing sophistication
• Animated the logo for digital use
• Designed business cards with gold foil on dark cardstock

Result

A complete brand system ready for print and digital — from business cards to social media. The identity positions the client as approachable yet professional, standing out in a field where most branding is clinical and impersonal.

Tools Used

Illustrator · After Effects