For the creation of the Heloisa’ Borio brand, a study was conducted based on the briefing completed by the client and the initial meeting, where I collected the main concepts that guided the development process of the Visual Identity. These are: empathy, humanization, lightness, and respect.

Thus, a light and delicate symbol was developed, based on a butterfly, to represent the personal transformation of each person, their inner innovation. The logo represents movement, dynamism, and humanism.

When combined with a typography full of curves and details, the letters connect to represent the interpersonal connection between the professional Heloisa’ and her patients.

In addition, it also represents individualized care, focused on the human being and the well-being of each of her patients.