CUIDA - Brand guide

The healthcare market has expanded significantly in Brazil in the last few years with the population seeking specialized help to achieve a healthier life. In this context, the number of clinics providing medical and nutrition services also grew, taking advantage of the good moment.

When we were hired, the clinic did not have any brand or concept, allowing us to work together from the beginning to develop this project. Our goal was to align the partners' wishes with the desired target audience and that, by itself, distinguished Cuida from the many other clinics that already existed in the market.

With the brand values brought by the client, our goals in developing the concept were: to bring the target audience closer to the brand; break the standard concept of medical treatment, and bring family affection and care to the professional environment. In a nutshell, we aimed to transform the doctor-patient relationship into something more human.

Through this, we came up with the name CUIDA (”care” in Portuguese), which expressed all the concept ideas while being a short and simple name that the target audience could keep in mind.

After that, we developed the visual identity that was coordinated with the name and concept and could be easily reproduced in several marketing collaterals.