Beauty Fix

Beauty Fix is an aesthetic clinic whose partners, Fernanda and Frederico Pfeilsticker, invited me to create the initial visual identity – the logo, more specifically.

The concept revolved around the idea of "postponing the signs of time," which was part of my own generation of alternative ideas. However, after discussing it with the clients, I proposed an idea less, shall we say, tied to the dictatorship of age.

We set out to develop a new concept without, exactly, abandoning the essence of the clinic's work: working on the individual's self-esteem, removing the weight of the "mirror" as an object of embarrassment.

The mirror participates in the logo as a symbol of courage, empowering those who look at themselves with pride and prepare for a better phase, with greater capacity to overcome issues related to self-image.

Above the mirror, intentionally designed to be as elegant as possible, resembling a small mirror for observing makeup close to the face, is a stylized crown. What gives a person status is not "avoiding aging," but valuing oneself in one's essence, looking inward with positive affirmation, and aging with dignity.

The colors and textures relate to the clinic's own environment, according to a photograph sent by the client: soft lines, metallic reflections, polished surfaces, champagne, light gold.