Objective:
Develop a name for a new psychotherapy center in San Pedro that, at the client’s request, would not be overly descriptive and would carry a deep meaning; and from it, create a visual identity that conveys empathy, validation, closeness, clarity, and professionalism.
Services provided:
Brand Naming and Slogan
Logo Design
Brand Identity Manual
Trademark Registration
Service period:
July- August 2025
Customer:
Álbora Centro de Psicología
Industry:
Metal Health Services
Location:
Nuevo León, México
Naming and visual identity development for a psychotherapy center
A quick look at the project
Álbora: A brand name that reflects personal transformation.
The name “Álbora” comes from the word “álbor,” meaning the beginning of the day. Álbora is a transformed word that represents that fragile moment between night and light. It is the perfect metaphor for the moment when a person begins to recognize themselves—just when something shifts; like dawn: subtle, yet profound.
The slogan “Connecting with you, guiding your path” clearly and powerfully reflects the value proposition.
Together, the name communicates the intended concept: personal transformation through a guided, compassionate process—a personal blooming, a transition that feels natural.
El slogan “Conectando contigo, guiando tu camino” refleja la propuesta de valor de manera clara y contundente.
En conjunto, el nombre logra comunicar el concepto que se buscaba: la transformación personal a través de un proceso compasivo guiado, un florecimiento personal, una transición que se siente natural.
From identity to impact: Creating a brand concept that reflects inner transformation
Starting a business is no easy task, and one of the most important elements of differentiation is the name given to the brand that will represent the business’s value proposition.
For Pamela, our client, it was essential that her center stand out by offering protocols and objectives based on an active treatment model, where each patient would receive highly personalized follow-up, meaningful personal work, and warm, professional, empathetic support with effective communication.
Therefore, the goal was not to create an obvious or purely descriptive name and logo, but rather to build a concept around the brand that reflects the process of inner transformation in individuals.
Organic-inspired logo design
Álbora’s imagotype was built from two key elements: the word “Alba,” which evokes the beginning of a new day, and the shape of a flower, a symbol of blooming, growth, and transformation. This combination reflects the essence of the psychological center: supporting personal processes toward emotional well-being.
The construction of Álbora’s imagotype began with a typographic exploration rooted in a conceptual approach. From the chosen typeface for the name, a distinctive element within the lowercase letter “a” was identified and transformed into an organic shape. When repeated in a circular pattern, it gave rise to a floral symbol. This form not only visually connects with the name, but also conveys the values of renewal, growth, and process that guide the purpose of the psychological center.
Álbora Project Process
+100
Options and iterations of potential names to find the right one
+30
Iterations of slogans to communicate the brand’s value.
Design
Differentiates itsels from the competition and conveys the center’s concept.
IMPI
Management of the trademark registration process before IMPI, with a successful resolution.
Our satisfied customers speak highly of us.
“I appreciated the clarity of the process, the guidance at all times, the team’s expertise, and the flexibility to think outside the box to find the most suitable solution for the situation.”
Pamela Martínez
Founding Psychologist at Álbora
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