Brand Identity

Client: VM Academy
Year: 2025
Production: Freelance
Provided services: Logo Design, Brand Guidelines Creation, Assets Design, Icons Creation, Motion Graphics Design
Used resources

Brand identity created for VM Academy, medical training courses and mentorship for physicians created by VM Clinic. The initial concept called for a clean visual identity that incorporates VM Clinic’s color palette and typography, targeting an audience of doctors across Brazil, ranging from recent graduates to established specialists, who are seeking knowledge and professional updates.

Target audience

Initially, a survey was conducted covering several topics, including:

Professional profile
Study habits
Perceptions of medical course brands

Based on the research conducted, the following insights emerged:

The target audience consists primarily of doctors with intermediate experience, aged 26 to 35 on average;
They typically attend courses about once a year, preferring hybrid formats focused on practical skill enhancement;
They prefer course brands that convey credibility and have a good reputation, that seek to innovate and are modern, while usually finding courses through social media or recommendations from friends in the field;
They believe that a medical education brand should convey warmth and proximity.

Persona

The first step was creating a persona, which is a fictional representation of the brand's ideal customer. The persona created prefers something timeless and elegant; they are mature yet retain a youthful side; they demonstrate professionalism and follow standards, but are not afraid to innovate; they are motivated, self-confident yet respectful, appreciate quality, and enjoy conversations.

Tone of voice

When it comes to the brand's written and spoken communication, the ideal tone of voice was defined as an inspiring mentor: someone experienced, elegant, and confident, yet still maintaining lightness, respect, and an openness to innovate.

The approach must be simple, clear, elegant, motivating, approachable, and respectful.

Moodboard

A somewhat minimalist and serious visual identity was defined, conveying a clean elegance, aiming not to be too overdone, and preferring light tones. Initially, the focus was on grayscale elements, but to add a more youthful feel to the brand, colors that would complement the assets were introduced. These colors have a slightly lower saturation to blend better with the brand's primary colors: gray and white.

I considered using slightly more vibrant colors for graphic elements, while the backgrounds of specific assets would be more grayish, with potential exceptions. The fonts used are similar to those of VM Clinic, combining the same stylish serif font for titles with sans-serif body text. However, in certain assets, we play with these styles and varied font sizes to bring a more modern and youthful vibe.

The photography primarily features professionals and students in the medical field. We also considered using grayscale photos to convey elegance, but mostly for corporate assets. Simple graphic elements and icons were introduced to tie the visual identity together.

Logo

The logo follows the same concept as the VM Clinic logo, changing only the name. A primary version, a secondary version, and the monogram were created. The monogram was adapted to incorporate the "A" for Academy.

Colors

The VM Clinic colors were retained as the brand's primary colors.

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Additional complementary colors were added to help compose marketing materials, such as ads, event materials, banners, etc.

Lavender: calm and youth

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Laurel: health and sustainability

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Blue: confidence and wisdom

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Gradient Backgrounds

Gradients were created to use as backgrounds in various pieces. All of them incorporate a noise effect to enhance color quality.

Pattern

Iconography and graphic elements

A few icons were designed for interface layouts, such as for website use. We also considered very simple graphic elements for composition backgrounds, which don't stand out too much but add meaning to the designs.