Metabalance : Hardy Design – Estúdio de Design e Branding


Brand identity and naming project for the clinic that introduced metabolic performance tests in Belo Horizonte.

Balance was the concept that guided the creation for the naming and brand identity of Metabalance, a new diagnostic clinic in Belo Horizonte that uses innovative technology and tools to provide accurate data on the metabolic performance of each patient’s body.

Based on the name, the concept is represented by the word “Balance”, and its English meaning, preceded by the suffix “Meta”, that refers both to “metabolism” and to the ideas of goal and purpose in Portuguese, key definitions for those invested in their own health.

As for the creation of the brand identity, words such as movement, precision, energy, and technology guided the visuality of the logo, which has two versions. The main one includes the clinic’s name in full, while the smaller one consists of an icon in dashes, which also make up the project’s supporting graphic elements.

Creative Director: Mariana Hardy⁣⁣
Executive Director: Cynthia Massote
Naming: Lucas Rodrigues
Creative Coordinator: Pedro Albergaria ⁣⁣⁣⁣
Designer: Matheus de Souza Viana
Project Manager: Beatriz Fonseca
Architectural design: Studio dLux