In order to adapt its services and communication to the needs and particularities of its two target audiences — adults who want to improve their mental health and performance and neurodiverse children — the business is shortly expanding its activity with a second neural training center under the name Veruvis Kids.
The Business Challenge
Veruvis management also appealed to us this time to find the right approach by which the two business directions can coexist and develop independently under the umbrella of the Veruvis brand, so that they contribute together to its consolidation, without losing its relevance to the different target audiences.
Branding solution
Starting from the strategic framework of the Veruvis master brand — purpose, vision, values, value proposition -, we analyzed how we can adapt the speech and its visual identity to coherently build the Veruvis Kids sub-brand, but also what adjustments should be made to reflect the specifics of its audience.
Following a workshop with the management of the company and the Veruvis Kids team, as well as interviews with parents who had used Veruvis services as a method of therapy for children with various neural dysfunctions, we formulated the value promise addressed to this audience to take the step towards evolution by educating the brain.
The visual identity has been rethought with the aim of evoking a friendly, familiar universe specific to the Veruvis Kids audience. The construction of the logo is identical to that of the Veruvis master brand, but the symbol has been adapted to express the idea of continuous evolution by replacing the geometric shape of the square with the circle. The pastel colors, with different brighter and more saturated versions, and the graphic elements distinguished by the soft curves used in a creative way, were chosen following rigorous documentation and design recommendations on the environment suitable for neurodiverse children. This results in a versatile and distinct visual language that meets the different needs of brand expression both in communication and in the environmental branding of the Veruvis Kids center.
