Branding
Challenge
The branding project stemmed from the need to create an identity that marked a turning point in Mateus's career, transitioning from general physiotherapy to a specialized focus on chiropractic care.
With a decade of experience in physiotherapy, including international expertise and a specialization in sports orthopedics, Mateus sought a brand that would reflect his professionalism, empathy, and dedication to improving his patients' quality of life.
The challenge was to build a visual identity that conveyed these values, alongside a content strategy to position him as a trusted authority in chiropractic care while educating and engaging the public on the benefits of this relatively underappreciated treatment.
Solution
To address this challenge, we developed a visual identity rooted in elements that captured Mateus’s essence and his profession. Drawing inspiration from the city of Santo Amaro da Imperatriz, where Mateus is based and runs his clinic, the brand reflects the region's thermal waters — recognized globally as some of the best — which Mateus extensively used in hydrotherapy throughout his career.
The logo merges symbols of energy waves and the spinal column, representing fluidity, tranquility, and a commitment to well-being. The colors and shapes emphasize a connection to nature and health, embodying modernity and sophistication.
In the content strategy, we established four editorial lines addressing core themes relevant to chiropractic care audiences:
- Theoretical Knowledge – Positions Mateus as an authority in the field, offering content on chiropractic benefits and addressing common patient concerns.
- Sports – Leverages Mateus’s experience in sports, linking chiropractic care to injury prevention and athletic performance.
- Well-being – Highlights the holistic approach of chiropractic care with content on nutrition, sleep, and self-care.
- Self-Treatment and Prevention – Provides practical tips for pain relief and posture improvement, delivering immediate value to the audience.
