2020
Fused
Integrated therapy for body and mind.
In close collaboration with the brand's founder, I helped bring the Fused brand to life with an identity and communication strategy that vividly embodies the brand's mission of empowering individuals to naturally heal, achieve holistic well-being, and discover the harmony between their body and mind.
Fused is an integrated and holistic therapy that focuses on listening to your body and mind and restoring your digestive system's health through nutrition and healthy living. As part of their integrated therapy, they will tailor an individual and unique plan according to your health condition, consisting of diet, supplements, and lifestyle changes.
type
Freelance
industry
Health
capabilities
Art Direction / Brand Design / UI
feedback from the client
Six months ago, when I decided to start a new project, my biggest concern was to find someone to work with who could dedicate 100% and be as enthusiastic as I towards the project. Also, someone who could do what I couldn’t: take my ideas and the message I aim to transmit and translate that into the right tone of voice, the right images, design, and colors. I couldn’t be happier with Inês’s work, it has certainly overcome my expectations! From her enthusiasm from the very beginning to her professionalism, commitment, and availability to answer all my questions and quests for alterations, and her undeniable talent for design, I couldn’t have picked a better person to help me. It’s hard to find someone who speaks the same language! Thank you for bringing my project to life!
Carolina Norton | Founder & Lead Therapist
process snapshots
In order to develop a relevant strategy and identity, I worked in close collaboration with the client throughout the branding process. Instead of jumping to instant visual solutions, I did some research, gathered insights, and made use of strategic thinking to identify a solid foundation to develop further and bring the Fused brand to life.
defining a clear narrative and purpose
We started by defining a communication strategy and establishing an emotional connection with the audience. We answered a universal six-question brand model that enabled us to begin to define the Fused brand: Why are we here? What do we do and how do we do it? What makes us different? Who are we here for? What do we value the most? What's our personality? Our ambition (bonus statement).
Branding in five and a half steps - Michael Johnson
naming and tag-line
We brainstormed through several options trying to successively narrow down the options until landing on the final brand's name. Defining the brand's tag-line was all about finding a short and impactful sentence that is easy to memorize and that would represent the brand as a whole (it is very close to the answer to the "Why are we here?" in the previous step).
logo design
I rapidly understood how important it was for my client that the essence of the brand was depicted in the logo itself. After some brainstorming, drawing mindmaps, and sketches, the logo culminated as a conceptual synthesis for this project, and it was the basis for it to develop further.
visual identity
Fused’s brand identity was built on a system of five contrasting and harmonious colors, that aim to express the brand’s personality as serene and balanced, yet energetic and healthy. The brand guidelines are easily adaptable to different applications, helping to differentiate this therapy in all its communication, both offline and online, such as through social media and the new website.