Psicobrújula

The main goal of this brand is to destigmatize therapy by speaking directly in our audience’s tone of voice, using the references and sense of humour they relate to. Therapy can feel intimidating. Nobody wants to go and feel judged or like they are taking some kind of test. We want people to feel welcome, to be able to make jokes, and to speak with someone who truly understands them. This approach is reflected across the brand’s communication, including advertising, with nods to astrology, social media trends, and other culturally relevant language that resonates with Gen Z.

When designing this brand identity, the main goal was to create a design that was accessible, clear, inviting and trustworthy, while also being versatile enough to also be playful, and not overly corporate, in order to appeal to both educators and the diverse adult audiences they work with.

The brand name is rooted in the idea of orientation and direction, making the compass a central visual and symbolic element. The logo takes this metaphor and reinterprets it through a contemporary lens. A compass rose, simplified and seen in perspective, becomes a dynamic mark that is modern and abstract while remaining legible. It reflects both precision and openness, serving as a reminder that guidance is not about giving fixed answers but about offering tools to navigate uncertainty.

Typography was chosen to reinforce accessibility and legibility while still carrying personality at larger sizes. It is professional and clean, but has enough character to give the brand its own voice across different contexts, from official documents to more relaxed social media communication and advertising.

The color palette reflects emotional depth while avoiding clichés. Dark, grounding tones coexist with warm neutrals and bright accents, creating a balance between rigor and humanity. The combination positions Psicobrújula as serious and evidence-based, but also warm and welcoming. The main color in the palette is burgundy, a tone connected to protection, passion, strength and renovation.

Photography follows a candid, editorial style. Grain, direct flash, and motion blur take our mind off clinical settings. The imagery connects with a younger audience that values honesty and relatability over polished, generic stock visuals, and that rejects therapists that don’t connect with them emotionally and culturally.

Psicobrújula becomes a brand that shows therapy as a safe and ethical practice, where diversity is respected and people can work on their struggles without judgment.