Branding & UX/UI
Base Psicología
“Base Psicología” is a new psychology clinic, with a clear focus on providing emotional support and therapeutic guidance located in Madrid, Spain.
As a Freelance Designer, my work has involved starting from the most conceptual aspect – who we want to be and what we want people to feel when interacting with us. I worked with the client to define what they wanted to convey, their values, mission, target audience, the main therapy topics they dealt with, the socioeconomic status of their current patients, what patients valued in psychologists, how they had come to know them, and more. I conducted initial research that helped me define these points, as well as discover the various barriers that patients faced when seeking therapy, and I aimed to address these throughout the project.
I also translated the more tangible aspects of this work into a brand image, where we defined not only the visual elements but also their tone of voice, conveying their values to their current and future patients. We also developed their corporate website, which also represented everything mentioned above, working on the UX/UI and SEO aspects and helping them structure the content for their website and blog. We created a content strategy that adapted to their social media platforms in addition to the blog.
The clinic faces challenges such as overcoming the negative perception of therapy, addressing patients’ economic concerns, and dispelling the fear and shame associated with seeking help, social stigma, etc. My main challenge was to transform these barriers into effective design solutions and differentiate them from the competition that didn’t address these issues.
This involved creating a visual identity that conveyed trust and empathy while also being serious and professional, as well as providing a user experience that was welcoming and reassuring. It also needed to be versatile to accommodate both in-person and online therapy.
Research and Analysis
I developed a tone of voice that would be most effective in reaching “Base Psychology’s” audience. This involved identifying a language that conveys empathy, trust, and professionalism.
In this phase of the project, I collaborated closely with the client to establish specific objectives and conducted a series of qualitative and quantitative research. This research allowed me to gain a deep understanding of the motivations of both current and potential patients. As a result of this research, I identified several barriers and drew conclusions.
We conducted surveys to gather quantitative data on therapy perceptions, perceived obstacles, and patient preferences. This allowed us to quantify and better understand attitudes towards therapy.
I performed a SEO analysis of search trends related to therapy and mental health. This helped me identify keywords that people use when searching for therapeutic services, which was crucial for optimizing the online visibility of “Base Psychology” and the branded content strategy.
I closely examined competition statistics and strategies. This provided valuable insights into market performance and best practices in the field, helping me identify areas where I could excel.
This research yielded valuable insights that allowed me to identify obstacles that might deter patients, keywords for enhancing online visibility, a better understanding of the audience, and an effective tone of voice for “Base Psychology’s” communications. This research foundation provided the necessary information to guide my design and strategy approach.
I created the conceptual part, including the mission, vision, and values that needed to be reflected in the brand image, communications, and the physical space.
Through interviews with current and potential patients, I created detailed user personas. This helped me understand the specific needs, desires, and concerns of different audience segments.
I developed a tone of voice that would be most effective in reaching “Base Psychology’s” audience. This involved identifying a language that conveys empathy, trust, and professionalism.
Visual Identity
In creating the identity for “Base Psychology,” I developed a logo that reflects the seriousness and humanity behind the brand. The logo incorporates various concepts, as seen in the images.
To convey modernity and clarity, I chose a sans-serif typeface with a touch of warmth. The name “Base Psychology” is presented in a clear and legible font style, adding the seriousness required in this profession.
I incorporated hand-drawn illustrations to convey the humanity and empathy essential in the field of psychology. These illustrations will be used in communication materials and presentations to add a touch of warmth and authenticity to the brand, as well as on the website and social media. They help me convey messages clearly and effectively.
The color palette was selected to convey a sense of peace and quality. I used shades of aquamarine to bring tranquility, empathy, and a relaxed atmosphere. These tones reflect serenity and balance, two fundamental aspects in the field of mental health. Additionally, I added beige to provide a sense of quality and sophistication without losing warmth. I avoided the use of black and white, replacing them with colors within our palette to eliminate aggression and coldness.
The narrative behind “Base Psychology” is that of a safe and welcoming space where people can seek therapeutic support and guidance. The brand communicates closely, with affection and empathy, conveying a sense of peace and tranquility. My mission is to make a difference in the lives of our patients by creating a safe and welcoming environment where each person feels valued, heard, and understood. With this brand identity, “Base Psychology” aims to reflect the seriousness of its professional commitment while showcasing the humanity and warmth offered in its therapeutic approach.
Website
The website reflects all the values we mentioned earlier. Market research and SEO analysis led me to work deeply on the architecture and organization of content, highlighting the creation of a new section on the website. This new section answers the question, “When to see a psychologist?” addressing concerns and barriers that may prevent people from seeking therapy.
My research revealed a latent demand for information on the topic, and I created this section with the intention of removing obstacles and providing clear answers to those who could benefit from therapy.
In this project, the blog played an essential role. It was not only used as part of our SEO positioning strategy but also as a fundamental educational tool for potential patients. In my research, I found that many people had basic questions about the work of psychologists.
Through the blog, I created a space where visitors can better understand what therapy involves through examples and situations they can relate to. This approach not only increases online visibility but also provides a valuable source of information and support for those seeking help and guidance in their journey towards emotional well-being.
Furthermore, regarding content, I delved into the issue of therapy costs. I observed that this was a barrier for potential patients, and in response, I developed informative material that addresses the importance of investing in oneself and one’s quality of life through therapy. My goal was to demystify the cost of therapy and highlight how this investment can have a significant impact on emotional well-being and quality of life.
In designing the website, I recognized that many patients seek therapy due to stress or anxiety. Therefore, it was essential to convey a sense of tranquility through visual elements such as curved lines and soft colors. The organization of the website was also crucial, but without sacrificing humanity. To achieve this balance, I incorporated small hand-drawn illustrations that accompany the text, adding a touch of warmth and authenticity. These illustrations reflect meticulous attention to detail and maintain a serious tone while conveying closeness and empathy so that visitors feel comfortable and understood from the very beginning.