Afetiva is a brand centered around connection, empathy, care, and the transformative power of human relationships. The goal of this project was to develop a name and visual identity capable of expressing the brand’s values in a way that felt welcoming, authentic, and memorable. Through a collaborative naming process and strategic brand exploration, the project focused on creating a clear emotional territory that reflected the essence of the organization.

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The visual identity was designed to balance warmth and professionalism through expressive typography, a vibrant yet sophisticated color palette, and a visual system inspired by ideas of belonging, trust, and meaningful connection.