back to the work

(patient no. 004)

A field that is hard to look at, communicated without embarrassment.

Dr. Mariana Puppo wanted two things at once: more closeness with the patients she already had, and room to grow into online consultations and educational content. The brand had to serve both.

  • Original symbol
  • Stationery
  • Educational feed
  • Uniform
Dr. Mariana Puppo's business cards in purple and off-white with the symbol applied

(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

    • A physician specialised in gastroenterology
    • Wanted more closeness with her patients
    • Wanted to expand into online consultations and content
  2. the turning point

    02_ diagnosis

    The organ nobody wants to name

    Gastroenterology deals with a subject patients avoid saying out loud. A literal symbol of the organ pushes people away, and a generic health symbol says nothing at all. The diagnosis was to find the middle: suggest without illustrating.

  3. 03_ prescription

    Getting out of blue and pink

    Purple was the decision that pulled the brand out of clinical blue, which belongs to everyone, and out of pink, which carries a message that was not hers. Typography with weight and simple strokes, so it works both on a card and in a story read on the bus.

  4. 04_ treatment

    Three things in one shape

    The symbol fuses the M of Mariana, the shapes of the intestine and the outline of a video monitor. The first two say who she is and what she treats. The third is the online-content ambition already built into the drawing, so the brand did not have to be redone when the educational feed started.

  5. 05_ discharge

    Handed over with autonomy

    • Brand in primary, monochrome and negative versions
    • Stationery and uniform
    • Templates for the educational feed

  6. The feed is where this brand does most of its work. The content pieces, the five-steps-to-a-healthy-gut kind, use the same system as the business card. The practice and the Instagram account became the same place.

(the system)

What was documented.

Dr. Mariana Puppo's brand in its primary version
the brand, on its own

core palette

#B47ACC purple of closeness
#302256 deep indigo

brand rules

M + intestine + monitorthree readings in one shape
Weight and simple strokestype that holds up on a small screen
Primary, mono and negativethree documented versions
Feed templatesthe system applied to content

(in use)

The brand in use.

Click any piece to enlarge.

educational feed
brand versions
lab coat
merchandise
printed application

(the door)

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

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