The Project
For Impetus, a clinic specializing in sports medicine, I developed a comprehensive brand strategy and visual identity project. The goal was to translate the clinic’s mission into a cohesive visual system: ensuring peak performance for amateur and professional athletes by combining the pursuit of performance with prevention and the support of a multidisciplinary team of doctors, nutritionists, and physical therapists.
The Strategic Approach
The project was based on the “Jornada da Marca,” an analytical process that utilized tools such as SWOT analysis and the Briefing Canvas to map out positioning, opportunities, and key values. This solid strategic foundation allowed us to focus the brand’s message on promoting health through a conscious lifestyle change, offering confidence in achieving athletic goals with the lowest possible risk.
The Concept and Visual Identity
The final design thoughtfully blends the authority of the medical field with the dynamism of the sports world, creating a visually striking image.
- The logo reinterprets the traditional medical cross, deconstructing it with lines that evoke speed, the climb to the podium, and physical well-being.
- The color palette creates a vibrant yet elegant contrast: it pairs the energy of “Electric Green” and the institutional depth of “Deep Blue” with stabilizing tones such as “Natural Beige” and “Elegant Black.”
- The typographic choices combine a logo with a casual stroke with strong, versatile institutional fonts (Glysa and Syne), ensuring excellent rendering on both digital and analog media.
- The visual identity has been applied across a wide range of touchpoints, creating a comprehensive system that includes corporate stationery, medical prescription pads, apparel, merchandise (such as water bottles and pins), and digital interfaces.
