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(patient no. 002)

High-end surgery cannot present itself like an ordinary practice.

The practice serves a high-income audience in Greater Vitória, in both aesthetic and functional surgery. The brand had to justify the price before the first consultation.

  • Original monogram
  • Stationery
  • Signage
  • Social media
Stationery for Dr. Filipe Bissoli with a gold monogram on deep brown

(the course of treatment)

The Protocol applied to this patient.

The same five stages, intake to discharge, now with what actually happened inside each one.

  1. 01_ intake

    Listening first

    • High-income audience in Greater Vitória
    • Both aesthetic and functional surgery
    • Two touchpoints that decide it: the practice and social media
  2. the turning point

    02_ diagnosis

    Skill the patient cannot assess

    Someone choosing a facial surgeon does not judge technique, they read signals. Without those signals, a high-end practice looks like an ordinary one, and the price gets questioned before any conversation starts.

  3. 03_ prescription

    Authority without shouting

    The brand DNA was set as technical authority, refinement, classic elegance and quiet seriousness. No shine, no promises. The brand had to look expensive without ever saying so.

  4. 04_ treatment

    A monogram that is a signature

    The letters F and B were drawn in a single continuous line, as if written by hand. A signature is the most personal gesture there is in a doctor's office, and it turns the brand into something the surgeon signs rather than something he bought. Gold on deep brown places it in the register of a lasting object, not a trend.

  5. 05_ discharge

    Handed over with autonomy

    • Brand in vertical, horizontal and symbol lockups
    • Positive, negative and monochrome
    • Stationery, signage and social templates

  6. The same signature works stamped on a two-centimetre sticker and on an eight-metre billboard. A monogram that only survives when it is large is not a monogram, it is a drawing.

(the system)

What was documented.

Dr. Filipe Bissoli's brand: the FB monogram in gold on brown, with the wordmark below
the brand, on its own

core palette

#D8B479 signature gold
#3D1A0F deep brown

brand rules

One continuous strokethe monogram is a single gesture
Vertical, horizontal and symbolthree documented lockups
Positive and negativethe brand flips on light and dark
Serif in all capswith wide letterspacing in the wordmark

(in use)

The brand in use.

Click any piece to enlarge.

storefront and outdoor media
signage
surgical scrubs
lab coat
post-op gift
finishing sticker

(the door)

If your brand is not answering for you, we should talk.
The first consultation is on me.

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