The finished identity — icon and wordmark — for Daniela Pérez Vigoya, 2021.
A psychology practice identity.
[ 2021 • Brand Strategy, Graphic Design • Colombia ]
Client •
Daniela Pérez Vigoya
Role •
Brand Strategist
Location •
Bogotá D.C., Colombia
Sector •
Psychology & Wellbeing
Duration •
8 weeks
A brand built from a written narrative — the practice as a journey between an inner and outer self.
Context
Daniela needed a visual identity for her psychology practice, but the harder question underneath it was conceptual: how do you represent an internal process — reflection, growth, the space between who someone is and who they’re becoming — in a mark that has to sit on a business card?
Approach
The identity was written before it was designed: a short narrative framing each session with Daniela as a journey through time, guided by a light that holds even in the most turbulent dark, toward destinations each person is already reaching for. The logo, its variations, and a full brand manual were built to carry that narrative, and an accompanying infographic was designed specifically to explain what each element of the mark means and why.
Outcome
The identity gives Daniela’s practice a conceptual foundation, not just a mark — every visual decision traces back to a written idea, which means the brand can be explained, not just recognised.
Daniela has built and designed a space — more than physical — of freedom, calm, and trust, for exploring each person’s interior and its projection outward, across before, now, and after. In this way, she proposes an inward search: to express, identify, reflect on, direct, and improve the different personal levels of each human being. Each session with Daniela, then, is another round, another chance to navigate the infinite seas of one’s inner self, in search of the lighthouse light that guides even through the most unforgiving darkness. In these planned journeys, the origin is an unsettling point of departure, and the destination, those long-held goals.
Each person becomes a traveller through time, evolving — individually and inwardly — through different stages, with the results reflected and shining outward. In the end, the journey itself is the most valuable outcome: through it, new horizons come into view, other perspectives are accepted, and one begins to move with calm and harmony — a little more in tune with oneself, resonating with the destination found.
Pages from the Daniela Pérez Vigoya brand manual, 2021.