PERSONAL BRAND, DR. RICARDO HIGUERA

Dr. Ricardo Higuera L.

Visual identity design for Dr. Ricardo Higuera’s personal brand

The identity project aimed at the design and integral development of the personal brand of Dr. Ricardo H. Lizarraga, to seek to improve his self-promotion, contact with other doctors and achieve standing out as a professional.

The general concept sought to move away from traditional solutions, which used the elements of the stethoscope or bones (associated with medicine), so the proposal was born from the heraldic representation of the doctor’s surnames:

• Higuera = Of Sevillian origin. Fig tree
• Lizarraga = Basque place name. “Fresno Forest”

So the logo represents a fig tree (by Higuera), which contains a wolf in profile (by Lizarraga).

On the other hand, the tree is associated with health, professional growth and strength; while the exposed roots represent the “origins” (family, culture, etc.) fundamental values for the personal brand of Doctor Ricardo.

My participation in the project was the development of the logo and manual of the visual identity, as well as graphic materials such as curriculum and business cards, according to the client’s brief.

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