Suelo Firme is a brand that focuses on the well-being and quality of life of women who have faced challenges with their pelvic floor. Its specialized and personal knowledge has helped it and numerous other women feel empowered, find solutions, and enjoy life to the fullest. The brand provides a safe space for discussing everything from strengthening pelvic floor muscles to living life to the fullest.

We developed a strategy to assess the brand’s current position and identify its strengths and weaknesses in user experiences. Our findings revealed that many users perceived the brand’s communication as distant, in contrast to the positive feelings they experienced when interacting with and being part of the brand community.

The brand’s purpose is to instil confidence in women and empower them to live life to the fullest.

Our objective was to revitalize the visual language of Suelo Firme, a brand that has already gained a good reputation for its positive impact on its community. We wanted to create a strong, powerful, and adaptable identity with a firm voice that could respond to any scenario where it could speak.

Inspired by the brand’s purpose and the women who have built it, this new identity aims to reflect the essence of the brand.

The brand symbol aims to empower and stand out women through the letter M, using dynamic language, vibrant colours, and the symbol’s outline.

The tone of voice seeks to understand women’s current situation and invites them to be part of a community where each one can be and do in her own way without being judged.