PAULA KALUME
Visual identity
WEB DESIGN
2025
Dr. Paula Kalume is a general and bariatric surgeon recognized for her compassionate, patient-centered approach to care. Her practice is distinguished by a comprehensive, multidisciplinary model that supports patients throughout every stage of their treatment journey.



Her reputation had always been built on the exceptional experience she provides to her patients, yet her brand lacked a visual identity capable of expressing and amplifying the distinctive quality of her care.

Using the Synesthetic Metaphor methodology developed by our studio, we translated the most distinctive qualities of her practice into a visual language inspired by sensory cues—evoking care through associations with aromas, flavors, and tactile textures. The brand mark incorporates the silhouette of the stomach's anatomy into a fluid, gestural form that organically shapes the letter P, creating a symbol that feels both welcoming and deeply connected to her specialty.





