Positioning an ambitious clinical venture that did not yet exist on the market, without falling into the crowded codes of aesthetic medicine or generic wellness. The audience — entrepreneurs, executives and professional athletes used to attending to every detail of their lives — called for a language able to hold science, prevention and beauty together, without turning either coldly clinical or superficially wellness-oriented.

We built the brand concept around the Ginkgo Biloba, a tree that has survived across millennia and a natural symbol of longevity, from which we derived five founding values — improvement, vitality, consistency, balance and resilience — and a claim that captures the whole positioning: “The art of living well“.
Around this we defined a visual world pairing gold with midnight blue, nature with scientific rigour. We then supported the project through to its first public moment: the digital identity, website and communication for the launch of the new Bergamo clinic.

A recognisable and coherent brand from day one, ready to stand apart in a market dominated by familiar codes, with a solid system of values that can be applied to every future touchpoint: physical spaces, digital communication and customer experience.
The launch gave the brand a defined voice, presented directly to its audience at the opening event.