Caldwell is a psychology center based in New York City. Its main objective is to help people through sincere conversation, to make them find their way back. For this, the sunflower was used as a symbol, because throughout history, this flower has always meant joy, vitality and because it represents the metaphor of light, where the sunflower always follows the sunlight in its movement, just as we owe it. follow to light our paths.

For as project cores, they were determined as yellow cores, as it is directly linked to the color of the main element, the sunflower, in addition to representing the color of joy and happiness, adjectives that are the goal of psychologists for their patients. . Along with yellow, we chose dark green, as in addition to the direct connection with nature and natural energy, green is very much associated with calm and serenity. Finally, the beige comes to complement the identity cores and serve as a reinforcement of the concept with the 2 main cores.

The result was a minimalist brand, idealised from the start by the contractors, with a very well-established concept, a unique and well-established design for the representation of the sunflower, combined with a strategic direction that, added to the established cores and positions, lives up to the mission of this couple of psychologists who are looking for the life path of some people.

“In the same way that the sunflower always moves in search of the sun, it is recommended that people do the same in life, always looking for the side of light and avoiding vices and darkness.”