MARYELENY FLOREZ
STRUCTURE
MARYELENY FLOREZ LUQUE is an aesthetic clinic conceived with a clinical approach: care, trust, and health-first beauty.
The project focused on developing a complete visual identity for the opening of a physical center.
The brand positions itself beyond cosmetic results, emphasizing wellbeing, precision, and a controlled environment where clients feel safe, welcomed, and looked after.
SYSTEM
The mark integrates:
- MF (the founder’s initials), constructed as the base structure.
- A lotus flower as a reference to care and restoration, linking aesthetics to wellbeing rather than surface beauty.
- A crown formed by three upward lines, representing the founder’s three pillars: her brother (in memory), her partner, and her daughter.
Typography, spacing, and composition were developed to support a calm, professional, and clinical perception.
CONTEXT
The visual language is directly connected to the founder’s personal values and the way she practices her work: close, consistent, and human, without losing rigor.
A brand designed to communicate care as method: beauty as a consequence of health, confidence, and long-term trust.
