Live long and prosper
Creativity International Awards 2018 – Silver Award
The first full-face transplant in the world is the masterwork of Joan-Pere Barret. The term “masterwork” is a perfectly appropriate here because this surgeon is truly an artist or, at the very least, a master in his field. Despite the recognition of his name, Joan-Pere Barret was still working under the self-effacing umbrella of BJ Cirugía Reparadora.
However, that was a name of a specialized clinic, and Joan-Pere wanted to give his brand a more personal and human character, because he is a surgeon who is committed to his work. He reconstructs people’s bodies, but also their lives.
- Corporate identity
- Art Direction
The brand – The three brand values of Doctor Barret are: humanity, excellence and vanguard – because he is a doctor with an exquisite, kind and friendly manner; he is a meticulous doctor, a perfectionist and acclaimed worldwide in his work, and, finally, he is a pioneering doctor who advances medical science and brings us closer to an astonishing future.
The heart of his brand, therefore, should contain and communicate those values, and art was the language we chose in order to do it. There is no manifestation of humanity more powerful than art. With an aesthetic resembling the artistic avant-garde, we designed a futuristic logo based on the busto of the doctor himself, which is perfectly harmonious but not mathematical and is also dynamic and variable.
We opted for basic colours, very basic shapes, very clean images, a very clear feeling, transparent messages and so on. The elements of the logo and its character (its mutability) pushed us to display this graphic and visual identity as capable of standing out in various channels adaptively and without losing personality. In this way, we made sure that “Doctor Barret” had an image as distinctive and unique as Joan-Pere himself as a doctor.