Lorena Monteiro
A clinical psychologist's brand has to feel welcoming at first sight.
The challenge
Lorena Monteiro wanted to present herself more clearly on social media and in her practice, feeling welcoming without losing the seriousness and credibility of the profession.
The solution
I created a monogram that joins the L and the M in a single mark, paired with light typography and a palette of greens and earthy tones that suggest calm and care.
The system extends to business cards, posts with reflective copy and stories for booking sessions, always with a warm, human tone.
Roots that hold us up
The concept was born from a single image: every tree grows towards the light, but its story is held up by its roots. The brand was designed to welcome women, LGBTQIAP+ people and young adults, with an organic, sensitive visual language.
Every tree grows towards the light, but its story is held up by its roots.
Before everything that shows, there is what lies beneath the surface. Invisible layers that keep memories, hold structures up and shape every form that reveals itself to the world.
There is strength in what runs deep. There is meaning in what has been lived.
A safe space to think, feel and understand yourself.
A monogram that welcomes
The L and the M meet in a single, rounded mark, paired with the name in light capitals. The typography combines Miller Banner, a warm serif, with Helvetica Neue for supporting copy.
Colours of the earth
Deep brown, caramel, olive green, sage green and a soft white make up a palette that evokes nature, calm and care.
From the practice to social media
The system extends to business cards, posts that invite reflection, booking stories and covers for LinkedIn, WhatsApp Business and Linktree, always with a warm, human voice.
The result
A consistent presence that brings her closer to her audience and makes the first contact easier.
