Case Study
Fernando Felice
A premium rebrand for a plastic surgeon and his aesthetic studio in Recoleta.
Dr. Fernando Felice is a plastic surgeon with his own aesthetic medicine studio in Recoleta, Buenos Aires. Working freelance with Kid Agency, I redesigned both identities as a single system, his personal brand and his studio, living side by side from the logo to the website.
The Challenge
Two brands, one language. The doctor and his studio needed a shared identity that felt as precise as his work and as premium as the experience he offers.
The Concept
High technology applied to aesthetics: top-of-the-line elegance with a technological edge. It was the strongest of three routes I presented to the art director.
The Logo
Set in Monument Extended for a bold, high-end presence. The prominent ® is intentional, because Felice wanted his name to read as a registered brand. Season Sans, a clean grotesk, carries the rest of the communication.
The Voice
I also wrote the brand’s copy: short, confident lines like “Your Beauty, Elevated.” and “Expert Hands. Natural Results.” that carry the concept to every touchpoint.
Where medicine meets high-end design: two identities, one system, built to feel top of the line.
