Mind Matters

A professional psychologist in Guatemala City, seeing her business grow and expand to additional locations, found it necessary to transition from a personal brand to one with which more people could identify—and to address the issue of clients requesting appointments exclusively with her, as they viewed her as the project’s lead psychologist—so that her entire team could receive appointments more equitably.

This clinic’s services are not limited to traditional therapy but also include meditation, yoga, and other therapies, making it a holistic practice based on the premise that mind and body cannot be separated and must be treated together to maximize the effectiveness of the therapies.

To achieve this, we created a concept and name: Mind Matters, where we combined the word MIND (mind), making a clear reference to the business focus, and the word MATTER (with its two meanings: 1. Matter: As a complement to the mind. and 2. To matter: To emphasize that mental health matters). Under this concept, we developed the visual identity, where the mix of typography, colors, and graphic elements evokes calm, peace, and, in general, the sense of well-being that people seek when hiring a service like this. Additionally, the logo and graphic elements are adaptable, and each represents a concept linked to the results.