Giovanna Paes
A psychologist based in São Paulo who practices with deep listening and genuine presence. She works with individuals seeking meaningful therapeutic support through an empathetic, direct, and deeply human approach that prioritizes real connection over clinical distance.
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Category:
webdesign
Client:
Giovanna Paes
Duration:
4 Weeks
Location:
São paulo, brasil
About
Giovanna had a logo but no visual identity system to support her practice. She needed a brand language that could match her warm, approachable communication style, something that felt human and relatable, not cold or overly clinical. The challenge was building a complete visual universe from scratch that could convey empathy and closeness while maintaining professionalism.
Solution
I created a full visual identity centered around custom illustrations, characters, and strategic use of emojis to foster connection and relatability. The emojis reinforce her empathetic, direct communication style, making the digital experience feel as warm as her practice. Through careful art direction, animations, and site behavior, I built a cohesive brand system that brings her human-centered approach to life online.
