Isabela Kiill: visual identity for a psychologist
What Isabela asked for
- Work
- Autistic children (ABA), family and criminal courts, neuropsychological tests.
- Values
- Quality, care and uniqueness.
- Feeling
- Trust.
- Symbols
- Scales of justice, brain and jigsaw pieces.
- Animal
- The owl, which observes, and the octopus, which works on several fronts.
- Colour she wants
- Pink.
- Colour she doesn't want
- Green.
The challenge: three areas that rarely go together, in a single brand. Without falling back on psychology's usual symbol, and without a cold brand for someone who works with children and families.
After the form, a message
Alice asked whether there was anything else Isabela would like to see in the brand. The answer changed the project.
I'd like a Sakura, not because I'm an otaku
But because it reminds me of my childhood, of my maternal grandparents' house. The cherry tree reminds me of my grandfather who passed away in 2020; it was the tree he planted in front of the house.
Once I saw some ready-made docs that came with something similar and I was sure that one day I would bring the cherry tree into my life.
Isabela Kiill, by messageClarity to flourish
The brand concept: turning emotional, behavioural and technical complexity into welcome. People come to Isabela confused. They leave understanding, organising and growing.
How the brand was put together
In the brief At the moment I work on three fronts: ABA psychologist, legal psychologist and neuropsychologist.
Three fronts, one person
Isabela works with autistic children, with the courts and with neuropsychological tests. The brand had to fit all three without looking like a catalogue. Keep scrolling.
A symbol for the brand Brain, because of neuropsychology.
The brain
Neuropsychology: analysis, tests and organisation of mental processes. It is the technical side of her work.
In the message It was the tree he planted in front of the house.
The cherry tree
The tree her grandfather planted in front of the house. It brings delicacy, memory and growth, and softens the technical with the human side.
An animal for the brand The octopus represents very well someone who needs to act in several directions at once, without losing precision.
The root is an octopus
An octopus uses several arms at once, without losing precision. Like Isabela between the clinic, the court and the assessment. Hence the roots.
A single symbol
The brain drawn as a cherry tree, with octopus roots. Instead of psychology's usual symbol, one that could only be hers.
Colours The one that comes to mind: pink. The one she doesn't like at all: green.
Pink, never green
In the brief, the colour that came to her mind was pink. The one she didn't want at all was green. A cherry tree in bloom has no green leaf.
The signature
The name in handwriting, like someone signing their own work. Underneath, "psychologist" in plain, spaced lettering: the technical side, again.
Try the brand
Choose the background and the version. On a stamp, a card or the clinic wall, it's always the same tree.
- Light pink
#F8EFF2
The background: calm and room to breathe. - Pink
#F9D2E1
The colour she asked for, in the details. - Burgundy
#90556C
The symbol: pink with weight and seriousness. - Plum
#3C3034
The text: firm, without being cold like black.
The brand in everyday use
From the lab coat to the feed, the same tree and the same pink. Anyone who knows it in one place recognises it in the other.
Before the tree, the notebook
Psychology, neuro, sakura, the multitasking octopus. Alice drew everything by hand before opening the computer.
The path not taken
Alice presented two proposals. The second was more formal: the brain, the psychology symbol and the initials I and K in a monogram. Serious, technical, institutional. Isabela chose the cherry tree.
What Isabela said
Friend, you nailed it, I swear!!!! When I thought about my brand, the cherry tree was what I had imagined, to carry my grandfather with me. You turned affection into something figurative that is very moving. When I explain it to others I get emotional, so so so beautiful.
Isabela Kiill, on seeing the brandIn the video, Alice tells the whole process: the form, the cherry tree message, the tests and the result.
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