Marta M.G.

OBJECTIVES

• Visual impact thanks to a stand-out aesthetic, setting it apart from the norm in the sector with a Premium touch.
• Highlight the focus of the activity and its orientation towards new models of family units.
• Brand positioning associated with the values of closeness and empathy.
• To be highly relevant in a short space of time through a proprietary imagery which identifies and distinguishes the Practice.

PROPOSAL

When talking about family, we understood that it was essential that Marta’s roots and her strong links with her parents were clearly visible and evident, hence the use of the M and the G, which we felt were vital in the naming.

Everything had to resonate with connection, tranquillity, calm and closeness, in addition to using specific metaphors to introduce the patient to the dynamics of the sessions.

GRAPHIC SOLUTION

A markedly humanistic typeface (The Seasons) – calligraphic, elegant, high-contrast and with broad, welcoming strokes – helps us to establish the modern, contrasting appearance which highlights the focus of the therapies to be provided. The transformation of the “M” in Marta into a lower-case letter responds to the fact that the key figure is the patient; Marta is the treatment guide and facilitator.

After analysing other practices and psychologists, we proposed capitalising on a distinctive colour palette, together with a configuration and structure identifiable as unique, so we could quickly generate recognition and appeal. On investigating, we discovered that the majority of practices favoured blue tones, so we generated a seldom-used lime green colour spectrum – full of positivity, vitality, youth, joy, and confidence – one which we understood connects directly with their target clientele.

To create a conversation between Marta and the patient, with the complicity of closeness, we proposed underpinning the visual identity by linking the letters and connecting their ends, framing the graphics in a window, as a metaphor for the Johari window of question and answer. We also opted for verbal branding as a layer of meaning in which Marta invites us to journey through the solution together, empathetically, without judgement or prejudice.

PRODUCTION

Brand activation at the practice has been based on the use of natural materials and on creating a calm and peaceful environment so that the interaction between Marta and the patient becomes the cornerstone on which the therapy rests. A vertical garden adorns the reception area and illustrations have been created to decorate the space.

SOCIAL MEDIA

The challenge, in addition to creating a unique language for Marta, was not to lose sight of her values as a professional: closeness, empathy and connection. Synthesising everything in a compelling, poignant image became a challenge which we amplified with the use of verbal branding. Its activation with applications leads to its own unique brand of imagery, which has become very relevant in a short period of time.

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