Poiesis Therapie – Aurora Iacono

visual identity

Poïesis Therapie

Poïesis is a complete visual identity project designed to embody the core principles of psychology through calm, empathy, balance, and human connection. From custom-drawn lettering to a thoughtful color system and cohesive brand applications, every element was crafted to translate psychological depth into a refined, contemporary visual language.

Project 4

Poïesis Therapie Caterina Laurannino

What

Brand Identity
Storytelling
Visual Identity
Social Template
Icon System

When

2025

Where

Bologna
Bruxelles

Where Dialogue Becomes Identity

In Poïesis, the symbol is not added to the word: the word itself becomes the symbol. At its core, the “o” and “e” transform into dialogue balloons, visualizing thoughts becoming language, two perspectives meeting, and the exchange that defines therapy. Their opposition generates a central space: the place where dialogue takes shape and the therapeutic bond begins.

Each balloon is intentionally distinct, expressing individuality, personal identity, and different ways of thinking, feeling, and communicating. Through this subtle asymmetry, the logo embodies a psychology that does not uniform, but welcomes difference.

For Poïesis, I didn’t simply design a brand identity, I translated psychology itself into a visual language, shaping thought, dialogue, and human connection into a system where every element carries meaning, embracing the reality that life is made of both curves and edges, softness and fracture.

A Palette of Emotional Depth

The Poïesis color palette is designed as an emotional and functional system that reflects both the depth of psychology and the diversity of its practice. Rooted in natural, calming tones, Neutral Beige and Deep Ground establish warmth, trust, and grounding, while Inclusive Violet, Calm Green, Hypnotic Blue, Vibrant Coral, and Energetic Mustard each represent one of the practice’s five therapeutic approaches. Every color becomes a distinct expression of a different path, allowing the identity to adapt while remaining cohesive. Together, the palette creates a visual language that is empathetic, flexible, and deeply human, capable of uniting multiple therapeutic perspectives within one recognizable system.

From Logo to Language: Building an Icon System for Every Therapeutic Path

Starting from the logo’s symbolic core, I developed a custom icon system that expands its original forms into a broader visual language for both social media and website applications. Each icon was designed to represent a specific therapeutic approach, creating clear differentiation between paths while maintaining a unified and recognizable identity across every touchpoint. This system allows the brand to grow consistently, transforming a single symbol into a flexible structure where every therapy has its own voice, yet remains deeply connected to the whole.