Customer:
"We need a video for our reception area — one that displays information about our center and services, while also ensuring our visitors don't get bored"
Old logo
The center's old logo had a number of shortcomings that affected its perception and communicative effectiveness.
The center's old logo had a
number of shortcomings that affected
its perception and communicative
effectiveness.
number of shortcomings that affected
its perception and communicative
effectiveness.
1. Outdated Brand Perception
The central figure — a seated woman with her head lowered — evokes ambiguous emotions such as sadness, suppression, or anxiety. The imagery lacks clarity and fails to communicate a sense of support and reassurance.
The central figure — a seated woman with her head lowered — evokes ambiguous emotions such as sadness, suppression, or anxiety. The imagery lacks clarity and fails to communicate a sense of support and reassurance.
2. Cold Color Palette
The primary cold purple tone feels insufficiently warm for communication in the women’s health sector. A sense of trust, empathy, and care is especially important in a medical and psychologically sensitive field.
The primary cold purple tone feels insufficiently warm for communication in the women’s health sector. A sense of trust, empathy, and care is especially important in a medical and psychologically sensitive field.
3. Outdated Typography
The current Art Deco–inspired typeface creates a feeling of distance and chronological stagnation. It does not support a contemporary brand positioning and performs poorly across modern digital formats.
The current Art Deco–inspired typeface creates a feeling of distance and chronological stagnation. It does not support a contemporary brand positioning and performs poorly across modern digital formats.
1. Outdated Brand Perception
The central figure — a seated woman with her head lowered — evokes ambiguous emotions such as sadness, suppression, or anxiety. The imagery lacks clarity and fails to communicate a sense of support and reassurance.
The central figure — a seated woman with her head lowered — evokes ambiguous emotions such as sadness, suppression, or anxiety. The imagery lacks clarity and fails to communicate a sense of support and reassurance.
2. Cold Color Palette
The primary cold purple tone feels insufficiently warm for communication in the women’s health sector. A sense of trust, empathy, and care is especially important in a medical and psychologically sensitive field.
The primary cold purple tone feels insufficiently warm for communication in the women’s health sector. A sense of trust, empathy, and care is especially important in a medical and psychologically sensitive field.
3. Outdated Typography
The current Art Deco–inspired typeface creates a feeling of distance and chronological stagnation. It does not support a contemporary brand positioning and performs poorly across modern digital formats.
The current Art Deco–inspired typeface creates a feeling of distance and chronological stagnation. It does not support a contemporary brand positioning and performs poorly across modern digital formats.
The combination of these factors highlighted the need to refresh the visual language in order to communicate with the audience more emotionally and accurately, while conveying confidence and care.
The combination of these factors
highlighted the need to refresh the
visual language in order to
communicate with the audience more
emotionally and accurately, while
conveying confidence and care.
highlighted the need to refresh the
visual language in order to
communicate with the audience more
emotionally and accurately, while
conveying confidence and care.
try sitting
like that!
like that!
The silhouette was reimagined with an emphasis on visual fluidity and soft lines to create a modern yet warm identity that reflects the center’s mission: to be a place where women feel respected and safe.
