Well Me Care

São Paulo | Brazil

POSITIONING, BRAND DESIGN, VISUAL IDENTITY and WEBSITE

Emergency Family Clinic

Context

Claudia Barroso developed a method over 10 years using a psychoanalytic treatment for family members of a patient who received a difficult diagnosis, such as Cancer, Alzheimer's, Syndromes, and other disabling conditions. Although the program has proven to improve patient compliance and treatment success rates, as well as the family's mobilization in the face of the new reality, the program was still little known and not communicated in the breadth of its offer.

Claudia Barroso has developed a method over 10 years for psychoanalytical treatment of relatives of a patient who received a difficult diagnosis, such as Cancer, Alzheimer's, Syndromes and other disabling conditions. Although the programme proved to improve the patient's adherence and treatment success rates, as well as the family's mobilisation in the face of the new reality, the programme was still poorly known and not communicated in the breadth of its offer.

From the communication point of view, there were three relevant challenges: 1. How to positively address such difficult issues? It was necessary to talk about hope and the help brought by the method, however honestly and realistically. 2. How to overcome the guilt felt by family members to take care of themselves first, since they are not the ones who suffer the diagnosis, even though their care directly impacts the well-being of the sick loved one? 3. How to generate credibility for the spokesperson, maintaining the professionalism and distance that a psychoanalytic clinic requires?

From the communication point of view there were three relevant challenges: .1. How to positively address such difficult issues? It was necessary to talk about hope and the help brought by the method, but in an honest and realistic way. 2. How to overcome the guilt felt by relatives in caring for themselves first, since they are not the ones who suffer the diagnosis, even though their care directly impacts the well-being of the sick loved one? 3. how to talk about the method generating credibility for your spokesperson, keeping the professionalism and distance that a psychoanalytic clinic needs?

Results

The brand repositioning strategy sought to clarify the values that supported the offer, humanizing the communication based on them. Balance, Affection and Hope were the pillars for the development of communication and message, built from extensive research with initiatives aimed at the family well-being and disabling conditions around the world. To address an absolutely intimate topic, humanized images were chosen, picturing natural and welcoming encounters, with the family at the center of the message. The color palette chosen added yellow, symbolizing warmth and hope. The logo (as well as its communication materials) is symmetrical, logical and orderly, a reflection of the method and the seriousness with which the topic is treated in the clinic.

The brand repositioning strategy sought to clarify the values that supported the offer, humanizing communication from them. Balance, Affection and Hope were the pillars for the development of communication and message, built from extensive research with initiatives aimed at family welfare and disabling conditions around the world. To deal with an absolutely intimate theme, humanized images were chosen, with natural and welcoming encounters, with the family at the center of the whole message. The color palette brought yellow, symbolizing warmth and hope. The brand (as well as its communication materials) is symmetrical, logical and orderly, a reflection of the method and seriousness with which the theme is treated in the clinic.

Project in collaboration with Amanda Pietra for brand design.

Project in collaboration with Amanda Pietra for brand design.

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