The breathing movement, the inhaling and exhaling that are essential to the life and balance of our living world. Just as they are basic components of biological life, they are also key to mental health, and overall wellbeing of humans. Inspira is a wellness center focused in physiotherapy and acupuncture. It’s purpose is to connect the patient to their bodies through movement, and self-knowledge.

The brand needed a health-luxury vibe to appeal to it’s upper middle class audience and to be distinctive enough from its competitors. Inspira brings a unique value proposition: the neurological concern around the physical health. Hence, the brand needed to clearly and lightly convey the connection between mind and body. The client decided for the moodboard in this article, which is the tool that sets the tone for the designs that follow.

The Concept had to bring a human element compatible with images of elegance and competence, but in a subtle, natural way. With that in mind, the chosen graphic representation is a spiral made out of handmade strokes, organized in a golden ration grid. It was deemed most appropriate for the brand for it captures the idea of balance and depth that the clinic aims to offer.

The colors are a representation of the infinite mind, and the mundane body, respectively associated with the light blues and the light beiges. It is also believed that those colors help to make medical patients more at ease with their condition, relieving anxiety and placing the patient’s experience in a premium level that suits the brand.