This is the restyling and visual identity creation project of Dr. Stefano Rigo, an ENT specialist. When he approached me, he wanted to create brochures that would illustrate the new services offered, to be distributed directly from his office.

During our first meeting, he expressed his dissatisfaction with the existing website, as it was too generic, with stock images that did not fully reflect his work. Thus, the need to build a personalized visual identity emerged. First, we understood that we had to create uniformity, both in the communication style and in the visual one. The development went in parallel on several levels: after choosing the representative colors, we thought about extending the restyling to the office itself, changing some furnishings and painting the walls. Once the changes were made in the office, there was a need to have photographic material to insert on the website, so I created a service.

And so we arrived at the simultaneous development of the website and the paper material: the main problem was to be able to promote the vestibological visits and make it clear to patients that these were distinct from the ENT ones. To make the booking unambiguous, I thought of dividing the services into products with different colors, so as to have immediate feedback. White and Blue for the ENT visits and Gray and Blue for the vestibological services. Later, the allergy testing service was also added, for which we opted for White and Gray. This scheme was applied on the website, with a distinct path and the brochures designed accordingly. 

The logo was built on the basis of the founding principles of Dr. Rigo: in addition to being a doctor, he is also a photographer, always looking for the perfect balance. This inspired me to use the golden ratio, which when seen vertically resembles the auricle. Thinking of the otoliths and balance, I inserted a cairn, three stacked pebbles, in the center of the logo. Finally I redesigned his initials to match the elegance of the lines.