The visual identity created for psychologist Hugo Araújo reflects a therapeutic approach rooted in connection, perspective, and openness. The logo was designed based on the idea of links and continuity — referencing movement, crossing paths, and transformation, key elements in the cognitive-behavioral process. A subtle spark within the symbol suggests moments of insight and personal expansion. The concept of “cat’s cradle” — a game of forming patterns with string passed from one person to another — inspired the visual metaphor of transformation through shared experience. The website features custom illustrations and collage-style elements to create a more human, inviting feel. Contemporary and sober colors add a sense of curiosity and warmth, while the identity system extends to social media templates, ensuring consistency and adaptability across digital touchpoints.