Centro Bienestar

I created the logo and directed the campaign, from the idea and strategy to the shoot.

Centro Bienestar is a psychology center in Arequipa that works with scientific evidence, far from anything esoteric. With its anniversary and the move to a new location, it wanted a fresh start for the brand, keeping the turquoise, the blue and the butterfly it already had.

The brand had to feel like a refuge: calm, trust and professional warmth. The inspiration was the figure of someone who cares with love, an empathetic, soft-spoken woman who holds someone through a hard moment. The moodboards gathered that feeling before any drawing.

The butterfly stayed and was simplified: two soft wings and a stroke crossing them, like a flight. The name, in a rounded, friendly typeface. Turquoise and blue remain the base, and coral adds warmth.

The stated problem was getting more patients. Behind it was the fear of taking the first step. The campaign started from that idea: your wellbeing starts with a first session. It opened with a teaser video for the reopening and continued on social media with the center's real team.

The two videos we shot for the relaunch. They open on Instagram.

Centro Bienestar reopened its doors with a consistent brand across everything: the space, the team, social media and a campaign that speaks to those still hesitant to ask for help.