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Isaí Villagrán
Project type
Branding Design
The Client
Dr. Isaí Villagrán is a respected internal medicine specialist who has been serving his local community for several years. With a growing reputation for his thorough, science-based approach to diagnosing and treating adult patients, he decided it was time to invest in a personal brand that truly reflected his professionalism and depth of knowledge. His primary audience includes older and mature adults—individuals who value experience, clarity, and trust in their healthcare providers. Dr. Isaí needed a brand identity that could communicate his credibility and wisdom without alienating the more traditional sensibilities of his audience.
The Challenge
One of the core challenges of this project was finding a visual and strategic balance between modernity and familiarity. While the brand needed to feel fresh and professional, it also had to remain relatable and respectful to an older demographic that often feels disconnected from overly sleek or trendy designs. The task was to develop a visual language that felt current, yet timeless—instilling confidence in Dr. Isaí’s expertise without compromising the warmth and accessibility that his patients value.
The Inspiration
The conceptual foundation for the brand was drawn from Kintsugi, the Japanese art of repairing broken ceramics with gold, turning their fractures into unique and beautiful features. This metaphor mirrors the work of a seasoned internist: restoring health not by hiding the cracks, but by addressing them with knowledge, skill, and care. The brand archetype of The Wise guided the entire creative process, reinforcing the message that Dr. Isaí is not only a doctor but a thoughtful, discerning healer whose insights are grounded in experience and evidence.
The Result
The final brand identity is clean, refined, and deeply intentional. With a sober color palette and elegant typography, the design evokes professionalism and intelligence, while subtle visual cues nod to the Kintsugi concept—suggesting strength through restoration. The result is a brand that feels grounded and trustworthy, positioning Dr. Isaí as a wise and reliable figure in the medical field. It bridges generations through clarity and calm authority, presenting him as the clear and confident choice for adult care.
