Ayumana

How can we create a mental health brand that welcomes Brazilians living abroad and turns that care into a functional, approachable digital experience?

Areas of expertise

Brand strategy

Voice tone
Visual identity 
Digital platform

Communication strategy

The project

Ayumana was created to connect Brazilians living abroad with psychologists in Brazil, offering psychotherapeutic care that considers not only each patient’s emotional needs, but also their cultural context.​ Our challenge was to build a brand capable of conveying warmth and Brazilian identity.

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Based on this positioning, we developed the brand strategy, verbal and visual identity, and communication guidelines, creating a consistent brand universe across every touchpoint. The idea of “online psychotherapy with a Brazilian soul” guided everything from the tone of voice to the brand’s graphic choices.

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We also extended this strategy into the digital experience. Navigation and information architecture were designed to make the journey easier for both patients and psychologists, making the search for a professional and the care experience simpler and more intuitive.