ARMONÍA

The visual identity for Armonia, an aesthetic medicine clinic in Valencia, was developed to reflect its commitment to natural beauty enhancement and professional expertise. The project centered around creating a brand that would resonate with well-being enthusiasts seeking subtle, harmonious improvements.

The design process began with identifying key brand values: harmony, nature, and delicacy. Working closely with the clinic's founder, Dr. Alejandra Rivera, I developed a visual language that would set Armonia apart from conventional aesthetic medicine practices.

The logo design emerged from the intersection of two elements: the Spanish word "armonia" (harmony) and the founder's initials. Using the golden ratio as a guide, I created a balanced mark that combines geometric precision with organic fluidity.

The visual system employs two distinct types of imagery. The first features X-ray photographs of flowers, chosen for their delicate structures that mirror the complexity of human skin. This approach offered an elegant alternative to typical clinical imagery, avoiding direct references to medical procedures while maintaining relevance to the field.

The second type consists of portrait photography, presenting a diverse range of individuals in a natural, understated manner. Shot against minimal backgrounds, these images emphasize authenticity and personal confidence rather than idealized beauty standards.

Website project in progress.

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