About the Project

Complete Visual Identity and launch asset creation for physiotherapist Eduardo Kwiecien’s digital product. The challenge was to transform the specialist’s personal brand into a digital education “institution,” Eduka Studio, focused on spine rehabilitation and herniated disc treatment via the Hotmart platform.

The Strategy

The project was divided into two phases: institutional brand building and tactical application for the launch event “Uncomplicating Herniated Discs Week”:

Functional Symbology: The logo was built upon the union of two concepts: “Life Attitude” (human silhouette in motion) and “Spine Technique” (dots representing vertebrae). The result visually communicates the course’s promise: healthy and effective learning.

Color Psychology: The palette moved away from the traditional clinical blue, betting on vibrant shades of Green (RGB 0 124 33) and Lime Green (RGB 153 204 51). This conveys vitality, regeneration, and energy, making the product stand out in social media feeds.

Funnel Design (Launch): We created a visual narrative for each stage of the sales funnel:

Lead Capture: Strong and clear promises (“Say goodbye to back pain”).

Nurturing (CPLs): Content agendas and countdowns to build anticipation.

Sales: “Enrollment Open” assets focusing on the transformation (“12 min that can change your life”) and a sense of urgency.

Result

A visual identity that translated complex medical terms into accessible and motivating language, professionalizing the expert’s digital presence for scalable sales.