The project consists of looking for a visual signature, a representation of the person, rather than a brand. A visual symbol that identifies Fernando as an analyst. This digital signature is implemented in various digital communication media and asserts itself as the representation of the analyst, absorbing all the premises of art direction and visual language, in an expression that takes as its inspiration the imagery of Human Design.
These communication objectives are also achieved through a website that offers a light, continuous screen experience and reinforces trust with the target audience.
The visual identity for Fernando Cruz is used in two main media: the website, the main tool, and social networks, which seek to direct new customers to the site. Thus, a signature and an icon are developed, used in reduced formats (profile photo on social media, for example).
The signature is dynamic and in constant movement, expanding and contracting in a subtle oscillating movement that evokes the lightness of the website design, designed for a fluid and continuous experience.
The icon is a simplified visual representation of the visual identity and is made up of different layers with various levels of meaning. This element serves as a motto or emblem, living on its imperfect, organic graphic expression - an analogy for the nature of Being and the journey towards one's essence.
Chromatically, the identity is punctuated by a palette made up of neutral tones that suggest tranquillity, balance and a highlight colour that subtly evokes the colour of the 7th chakra (pink/purple), associated with the integration of an individual's physical, mental, emotional and spiritual dimensions.
