Calma clinic is a flagship project of the National League for mental health. It is a private institution offering psychological treatment and therapy for patients who experience problems ranging from burnout to anxiety, depression and many more.

LOGO & BRAND IDENTITY

CHALLENGE

The brand's strategy has identified the "caregiver archetype" as the core. This made us juxtapose the clean coldness of a clinic with a premium look, resembling a boutique hotel. This contrast intended to attract clientele and remove the taboo connected to an institution where mental illnesses are treated. 

SOLUTION

Visually the identity features aquarelle elements. The aquarelle technique is about layering transparent coats of colour and not precisely predicting the result. We used this to symbolize the layers of problems one reveals when in therapy.