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Brand evolution case study

Safe & Care

A physiotherapy identity evolved for a permanent clinic and a broader vision of care

Period
2020 / 2025–2026
Role
Naming and Brand Identity Design
Context
Safe & Care
Platform
Brand identity
Original identity
2020
Redesign
2025, approved by Paula
Implementation
Planned for a clinic expected to operate in 2026
Portfolio publication
Authorized 2026-08-22
Brand IdentityVisual Design

Case summary

I proposed the Safe & Care name and created its first identity in 2020 for Paula Vargas's physiotherapy services. Five years later, Paula was preparing to move from a home-based practice into a permanent commercial clinic in Alajuela and bring her offering closer to aesthetics.

The brand needed to evolve with that ambition without losing the visual idea that already belonged to it.

Environmental signage mockup: the Safe & Care sphere and wordmark mounted on a light clinic wall above two lounge chairs, framed by indoor plants.

Preserving a recognizable core

The spherical symbol represents a therapeutic ball, a holistic approach and the unity of the body. Rather than replace it, I refined its construction: the outlined form became simpler and more solid, giving the mark greater presence while preserving continuity with the original identity.

Final 2025 Safe & Care horizontal lockup: the white striped sphere symbol beside the lowercase safe & care wordmark on a deep slate-blue field.
Final 2025 Safe & Care stacked lockup: the white sphere symbol above the safe & care wordmark on a warm terracotta field.

Opening the identity to a new stage

The earlier identity was explicitly labeled Physiotherapy. Removing that descriptor allowed Safe & Care to support a broader vision of care. A lighter wordmark, horizontal and stacked configurations, and an expanded palette gave the system more range and a more current aesthetic.

The palette was designed to express the personality of Paula's service. Its broader range also creates flexibility for future spaces and applications without depending on a single clinical color.

Expanded Safe & Care palette: a grid of soft to saturated circles in sage, sand, terracotta, teal and blue on a cream field, with the wordmark below.
Safe & Care horizontal lockup in white on a muted olive-green field, showing the palette's flexibility across background colors.

Designing for a highly visual client

The most difficult part was preserving the identity of someone who pays close attention to aesthetics. The result needed to feel updated and refined, but still personal to Paula and recognizable as Safe & Care.

Outcome

Paula approved the redesign in 2025. Its implementation is planned for the new Alajuela clinic expected to operate in 2026. The current environmental and product scenes are therefore presented as mockups of the intended brand experience, not photographs of a completed installation.

2020 original identity → 2025 approved redesign → 2026 planned implementation

Brand application mockup: two rolled exercise mats, one terracotta and one deep green, each carrying the white Safe & Care lockup.

Visuals in this case include: Mockup.

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