Cristina Páez Cot — Social worker
A dynamic identity for a social worker, built on the concepts of fitting together and transformation.
- Client
- Cristina Páez Cot
- Year
- 2020
- Service
- Branding & IdentityBranding · Logo · Applications
- Format
- Visual identity
The brief
Cristina is a social worker: she supports people through processes of bonding, self-discovery and transformation. She wanted an identity that captured this way of working —close, human and full of character— without falling into the clichés of the sector.
The briefing gave us the key concepts: fitting in, bonds, support, transformation and the person within their environment. The challenge was to turn them into a coherent graphic brand with a personality of its own.
The solution
We started from the concepts of fitting together and transformation to build a typographic logo. Some characters alter their natural shape, yet blend perfectly into the whole: a parallel with human relationships, where what is "different" finds its place thanks to its bond with the rest.
It's a dynamic identity, not a static one. In print, different versions of the logo coexist; in digital, the brand comes to life with small animations. A way of remembering that no process —and no person— is linear or static: we are always undergoing deep transformation.
The colour, a warm tone somewhere between red and magenta, brings vitality and closeness. It takes a bold proposal into a human, welcoming space, in keeping with Cristina's supportive work. We rolled it all out across the different applications, also playing with oversized characters to give each piece rhythm.
