Clínica Solaris is a leading healthcare provider in southern Brazil, recognized for its humanized and solution-oriented care model. With over 20 years of presence in the region, the brand reached a pivotal moment of maturity and expansion, which called for a strategic repositioning and a complete visual identity redesign to better reflect its essence, values, and future ambitions.

The rebranding project began with a deep brand discovery process that led us to reposition Solaris based on three core brand attributes: Welcoming, Modern, and Competent. These principles guided every stage of the work — from verbal identity to visual design — and provided clarity for decision-making across all communication touchpoints.

We developed a new brand strategy, verbal identity, and tone of voice to ensure coherence in every message. The tone was defined as human, attentive, and confident, balancing empathy with professionalism. The new tagline — “Taking care of your health is living well” — became the central message of the brand and is expanded into multiple thematic versions that connect with everyday experiences, such as “Sleeping well is taking care of your health” or “Caring for your body is living well”.

Visually, one of the most strategic decisions was shifting the yellow from a secondary to the primary brand color — a bold move in the healthcare sector, where blue often dominates. Yellow was chosen to express warmth, optimism, vitality, and human connection. The complementary palette is composed of cool bluish-grays, which bring balance and evoke tranquility and technology — essential for a brand that also values precision and innovation.

The typography, color system, graphic elements, and photographic direction were designed to express clarity, trust, and emotional connection. Photography prioritizes real people in genuine moments of care, featuring diverse profiles and environments that reflect the everyday reality of the clinic’s patients and professionals.

From brand strategy to visual execution, the project delivered a complete and cohesive brand system ready to support the clinic’s communication, digital platforms, physical spaces, and future growth. The new identity strengthens Solaris’ position as a trustworthy and evolving healthcare brand, aligned with its commitment to improve lives through quality care and human connection.