Dr. Sebastián Merchán
branding
creative direction
visual design
A full-scale branding project designed to shape the personal identity of Dr. Sebastián Merchán — a high-end surgeon seeking to blend medical excellence with human connection. Through minimal design and thoughtful creative direction, the project built a visual system that communicates trust, elegance, and credibility.
Year
2024
Services
Creative Direction | Branding | Visual Identity | Design System Development
Objective
Dr. Sebastián Merchán aimed to establish a personal brand that reflected his expertise and professionalism while staying human and approachable. The challenge was to design a cohesive identity that positioned him as a leading figure in his field, balancing the precision of medicine with the warmth of trust.
Approach
Through strategic creative direction and minimal design, I developed a branding system centered on clarity and intention. The identity was crafted to feel premium yet personal — from the logo and typography to the color palette and visual guidelines. Every element was designed to evoke confidence and credibility, transforming his practice into a brand that feels both human and world-class.
