Dr. Paulo Chrisóstomo
Personal Brand Identity
A refined and intelligent personal brand for a renowned Brazilian medical specialist, balancing empathy and knowledge through minimalist design and archetypal strategy.
Year: 2023
Role: Brand Designer
Company: Rocketbase & Amigo
Services: Brand Strategy, Visual Identity, Digital & Print Design
Location: Brazil
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Overview
Strategy & Concept
Dr Paulo is a respected Brazilian plastic surgeon whose approach blends deep clinical expertise with genuine care for his patients.
His personal brand needed to reflect both his intellectual authority and his human-centred values.
We approached the rebranding process with a focus on two primary archetypes: The Sage and The Caregiver — combining credibility, emotional intelligence, and modernity.
The visual identity was developed using Gestalt principles, ensuring clarity, simplicity, and harmony. The logo symbol represents structure and balance, while also reflecting organic movement, connecting to the human body and holistic care.
From typography to iconography, every brand element was designed to feel calm, respectful, and precise. The colour palette reinforces confidence through muted greys and deep navy tones, enhanced with minimal use of gold and white for elegance.
Precision
Balance
Harmony
