Naming and brand identity developed for Ana María Romo, therapist and coach whose main focus is personal development and corporate wellbeing through mindfulness. Its brand identity it’s not only timeless, but it also reflects peace, harmony and deep professional knowledge, which are some main values the brand needs to broadcast.

Anamá, the brand name is created based on the therapist name, which also means “loving deeply”. The visual identity was inspired by the concept of duality: two complementary opposites, positive and negative poles, the presence of the feminine and masculine energy. This concept is an analogy of the constant search for balance at a personal level, the need of the darkness so we can meet the light, as a journey to dig deep in our self-knowledge and personal growth as human beings who can make decisions with consciousness and love.

This main concept of duality is present in all graphic elements the brand is composed: the creation of the brand monotype composed by two letters A, which also creates balance in its composition; the use of purple and yellow as the main brand colors, which not only communicates a soft and peaceful brand, they are also complementary (opposite) colors in the color wheel; the use of gradients that will never show color limits and it is always in constant change.

Also, the brand is always expressed with delicate typography use, as it communicates a professional and harmonious brand. Its use is combined with gradients with grain texture and some print details are contrasted with glossy and matte textures.