“Eternal Med” es una clínica de medicina estética establecida en la Ciudad de Guatemala, con una amplia gama de servicios orientados a realzar la belleza y la confianza de sus clientes. A pesar de su experiencia y servicios de calidad, la clínica luchaba por atraer a mujeres de entre 45 y 54 años que querían sentirse más radiantes y bellas. Para abordar este desafío, se llevó a cabo un proceso integral de rebranding, que incluyó una nueva identidad visual y manual de marca.
CLIENT
Eternal Med
SECTOR
Aesthetic medicine
THE CHALLENGE
The main challenge of the rebranding of “Eternal Med” was to adapt the image and message of the brand effectively to attract women between 45 and 54 years old from Guatemala City who wanted to feel more radiant, beautiful and gorgeous. Transforming the perception that women between 45 and 54 years old had of the company with a new proposal that was more modern and relevant to their aesthetic needs.
WORK ROLE
Brand Designer, Creative Director
FUNCTIONS
Brand identity design, Branding strategy
La clínica “Eternal Med” tenía una marca que no resonaba tan eficazmente entre el público objetivo de mujeres de 45 a 54 años. A pesar de ofrecer tratamientos de belleza de alta calidad, la percepción de la marca estaba desactualizada y no lograba transmitir el mensaje de rejuvenecimiento y confianza que buscaban estas mujeres.
El proceso de cambio de marca se centró en modernizar la identidad visual de “Eternal Med” para transmitir una sensación de elegancia, confianza y vitalidad. Se llevó a cabo una extensa investigación para comprender las necesidades y deseos de las mujeres de 45 a 54 años en la Ciudad de Guatemala en relación con la medicina estética.
The concept behind the brand was the search for elegant beauty. In other words, a concept of beauty focused on the adult woman who wants to maintain her youth without losing the elegance of the years. This is because youth is about how you live, not when you were born. Therefore, cUnderstanding beauty means owning it, in one way or another through medicine and skin care. This can be summed up as beauty begins the moment you decide to take care of yourself. Under this premise, the creative concept of what the brand should communicate was created. A series of visual references were compiled to determine the creative direction that the project should follow and its effectiveness was confirmed with the marketing team, the founder of the brand regarding what direction or vision the project should follow.
Various ways of representing youth were investigated without pigeonholing the brand into the image or symbolism of a woman, who despite being their ideal client profile, did not seek to exclude men and after an extensive process of research into symbology, the concept of the infinite knot was reached. The Infinity Knot is intricately linked to youth, time and wisdom. It is an ancient symbol that encapsulates the interconnection between the spiritual path, the incessant flow of time and the dynamics within that which endures eternally. This ancient symbol represents how every form of existence is intertwined with the fabric of time and constant change, with the ultimate goal of finding a serene calm in a mind free of turbulence, a mind that has achieved Buddhist realization.
Se desarrolló un nuevo logotipo que combinaba elementos de vitalidad y elegancia. Se eligieron colores suaves y cálidos para transmitir una sensación de bienestar y rejuvenecimiento. El diseño del logotipo incluía un ícono abstracto que evocaba la idea de renovación constante a través del nudo infinito, en línea con el nombre “Eternal Med”.
The logo is the combination of text and image where both elements can function separately. The Eternal Med logo uses the symbol of the infinite knot. This is an ancient symbol related to youth, time and wisdom, representing the interrelation of the spiritual path, the flow of time and movement within that which is eternal. All existence, it tells us, is linked to time and change, to finally rest
serenely in a mind free from confusion, a mind that has generated Buddhist attainment.
The typeface used for the text “Eternal Med” is from the “Bluu Next” family in its “Bold” weight. Bluu Next is a sharp and precise typeface family. Considered an excellent choice to replace any boring serif font like Times. Bluu Next was created by Jean-Baptiste Morizot and is currently distributed by Velvetyne. It is licensed under the SIL Open Font License 1.1 and is available for contribution, modification or download on its open source page. This typeface gives the brand personality and a “premium” feel.
The Eternal Med logotype has been built using information blocks and a modular grid of 45° by 135° degrees. On the other hand, the respect space is defined by the circle that is formed with respect to the corners of the logotype. Taking this circle into account as the “X” measurement, it will form an imaginary margin that must not be crossed by other graphic elements or any other kind.
In the case of Eternal Med, the color palette was created with the intention of making the brand more neutral between men and women, focusing on coral pink and lapis alzuli to generate contrast and make reference to human skin. A color palette is a set of colors carefully chosen to generate a harmonious visual coherence between each of the different shades. This palette creates the color scheme to be used by the brand in digital and printed formats. This is so that the graphic pieces developed for the brand make predominant use of these colors and achieve the objective of maintaining the coherent appearance of the brand.
Consistent visual elements were created, such as patterns and graphics inspired by nature and feminine beauty. These elements were used across the website, printed materials, and social media.
A comprehensive brand manual was created that set guidelines for consistent use of visual elements, colours, typography and social media. This ensured that the brand was presented consistently across all touchpoints.
A brand message was defined that focused on the empowerment and confidence that “Eternal Med” treatments provide. The emotional and physical benefits of aesthetic procedures were highlighted and the experience and professionalism of the medical team was emphasized.
Después de implementar el nuevo enfoque de marca, “Eternal Med” experimentó un aumento significativo en su confianza para lograr la percepción y el poder de atracción de la marca necesarios para conectarse con mujeres de 45 a 54 años en la Ciudad de Guatemala. La nueva identidad visual actualizada y el mensaje empoderador resuena en el público objetivo, generando un aumento en la demanda de sus servicios. La clínica se convirtió en un destino atractivo y de confianza para las mujeres que buscan sentirse más radiantes y bellas.
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