Karen García, Psicóloga
Brand Identity · Art Direction · Brand Strategy
A visual identity designed to connect science, therapy, and purposeful change.
Understanding the mind is the beginning. Meaningful change happens with purpose.
The Brief
The Concept
The concept centers around the relationship between the mind, time, and transformation.
The identity brings together Karen’s two professional approaches through two symbolic elements: the brain, representing cognition, behavior, and neuropsychology; and the hourglass, representing time, progress, and purposeful change through brief therapy.
Rather than treating these disciplines as separate services, the visual concept presents them as two perspectives within the same therapeutic practice.
Karen García is a clinical psychologist with over 7 years of experience in neuropsychology, specializing in the assessment and diagnosis of neurodevelopmental disorders, including Autism Spectrum Disorder (ASD) and Attention Deficit Hyperactivity Disorder (ADHD).
With a new Master’s degree in Psychology specializing in Brief Therapy, Karen’s practice brings together two complementary approaches: the scientific perspective of neuropsychology and the strategic, solution-focused nature of brief therapy.
The goal was to create a professional identity that could communicate expertise, trust, and warmth, while reflecting both areas of her practice without making the brand feel overly clinical or impersonal.
Visual Identity
The visual identity was developed to balance professionalism and approachability, creating a brand that feels knowledgeable without becoming distant or overly medical.
The brain and hourglass symbols were integrated into a cohesive visual language, using clean forms, balanced proportions, and a refined color palette to communicate clarity, trust, and transformation.
The resulting identity allows Karen to speak to different audiences—including patients, parents, and fellow professionals—while maintaining a consistent and recognizable presence.
Brand Applications
The Result
The identity was designed to extend across Karen’s professional communications, creating a cohesive experience across digital platforms, educational materials, and patient-facing applications.
The visual system provides enough flexibility to support both the more scientific and educational aspects of neuropsychology and the more human and transformative nature of therapy.
The final identity establishes a professional yet approachable presence that reflects Karen’s multidisciplinary practice.
By bringing together neuropsychology and brief therapy, the brand communicates a simple but meaningful idea.