I developed a full visual identity system for Mi Clínica, a healthcare provider focused on patient-centered services. The brand guidelines were designed to deliver a modern, trustworthy, and clean aesthetic that reflects the clinic’s mission of providing reliable and accessible healthcare.

Create a brand identity that communicates professionalism, care, and trust

Define consistent usage guidelines for logo, typography, and color palette

Ensure adaptability across physical signage, digital platforms, and printed materials

Improve brand clarity and recognition across all patient-facing channels

Brand Designer

Responsible for concept development, logo refinement, visual system definition, and layout of brand guidelines

Delivered a comprehensive style guide for internal and external use

The branding process began with an analysis of common visual language in healthcare institutions. I explored color psychology to find a balance between warmth and clinical trust, leading to the choice of a calming blue and neutral accents.

Typography was selected for legibility across print and screen, while the logo was simplified to reflect clarity and accessibility. The final guidelines include usage rules for logo spacing, incorrect applications, brand voice tone, and image treatments.

Adobe Illustrator (logo design and vector work)

Adobe InDesign (brand manual layout)

Typography & color theory

Brand strategy and documentation

Accessibility and legibility principles

The result is a well-defined brand identity that helps Mi Clínica establish a professional and approachable image. The style guide provides clarity for consistent brand implementation across all communication channels, reinforcing trust and visibility within the healthcare sector.

Created by Valentina Guerrero