Rio de Janeiro, Brazil

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Brand Designer



Núcleo Priori

How can we minimize the taboos surrounding the demand for psychological assistance with brand positioning?


Núcleo Priori assists people of all ages through neuropsychology and psychotherapy. They believe that psychological counseling is an essential part of the health of any person and have working methodologies that seek to make their patients feel sheltered, having a more intimate and personalized support for each assisted.

Logo Copy

During the needfinding surveys, of all the challenges that interviewees cited when asked about their difficulty in seeking support from psychology professionals, a common ground was noted that the large number of people did not search for help because of shame, and it has been perceived that this pattern has as some of its roots the lack of information and mainly fear of the stigmas related to mental disorders.

Another important aspect in positioning this brand was that they wanted  to appeal to children as well, an audience in which they were specializing recently.

The biggest challenge in this project was to create a visual language that was able to communicate with the patient in a casual way, not as technical and complicated as the health market standard. The Priori brand was designed to express the joy, closeness and care with which all of its employees treat their patients.


Business Card

The architecture of the logo was based on the Galano Grotesque family, which had its terminations edited and rounded to express less aggressive and sharp forms, although without losing the solidity.

Color Palette

The chosen colors seek to bring energy to the brand and to get away from those commonly used in the health sector, mainly because of the characteristic of Priori seeking to be positioned with a more commercial image and communicating more spontaneously with its target audience.

Color Palette

Tiny Targets research


During the research of the concept behind the Priori’s visual identity some concepts and areas of multidisciplinary studies that are intertwined with psychology were taken into consideration, such as contrasting and categorization of emotions, which was studied by engineers, psychiatrists, historians among others, and discusses how emotions are classified and thought to relate to each other. Like the work of British cultural historian Tiffany Watt Smith, who with graphics and flow charts can synthesize complex feelings and concepts.


"if you want to be creative, stay in part a child, with the creativity and invention that characterizes children before they are deformed by adult society."

- Jean Piaget, Swiss psychologist

The survey for this project focused on understanding how people would be able to make a creative visual list of four basic feelings, that could have their meanings linked to the work of the Núcleo Priori. However adults interviewed had some difficulty in the task, thus fifteen children were interviewed and also participated in a dynamic where they would draw and  speak their impression of those feelings.The children were able to produce better insights on the subject.


Feelings you can touch

From the research outcomes with the children visual forms that represented the feelings we would like to relate to Priori were developed, trying to make a visual connection that would allow people to "see" or even "touch" those feelings. These visually synthesized representations were applied and expanded throughout the project.


Secondary Visual Identity

Priori Crianças

While the company was seeking a position that also talk to the child audience, a secondary visual identity was designed. An unfolding of the logo itself, which translates into "emoticons", a popular technological language that according to psychological  and neuroscience studies produce in the brain the same neurological reactions caused in people by the contact with real features of other individuals.


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