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Xavier Miguel is an organizational therapist with over 25 years of experience in human resources. Frustrated with conventional approaches, he launched his own project to introduce a new and essential discipline in Spain: organizational therapy. His mission is to guide leaders and companies toward a genuine synchronization between people and corporate goals, transforming complex challenges into opportunities for growth and sustainable success.
As a pioneer in this emerging field, Xavier Miguel needed to build a brand identity that was both trustworthy and innovative. The primary challenge was to clearly separate his unique methodology from the more common practices of coaching and consulting. As a licensed psychologist and therapist, his brand had to be positioned as a professional, deeply human, and serious alternative that combines profound psychological insight with strategic expertise.
They required a visual system that could communicate his core values—responsibility, integrity, proximity, and a commitment to people—and an intuitive online presence that could clearly explain the value of his service to a target audience unfamiliar with organizational therapy. The goal was to build credibility and attract ideal clients who are ready to face their human complexities with honesty and empathy.
To craft a distinctive brand identity and a comprehensive visual system that would clearly position Xavier Miguel as an expert in organizational therapy. The goal was to develop a brand that felt both professional and approachable, communicating his role as both a supportive guide and a source of deep, strategic wisdom.
We created a visual language that balanced his human-centric approach with a strategic, no-nonsense methodology. This began with a bright, contrasting color palette and a handcrafted logo and iconography designed to avoid harsh lines, visually representing the unique combination of human psychology and business strategy. We extended this concept to the photography, directing a session that captured a professional yet «rebellious» mood, moving away from the clichéd visuals of the therapy and consulting worlds. Our creative prompts ensured the imagery conveyed his serious, trustworthy nature in an unconventional way, making the visual identity cohesive and impactful across all mediums.
Designing and developing a streamlined, single-page website to introduce the concept of organizational therapy and its benefits. The site’s concise, direct-to-the-point structure and constant calls-to-action were designed to guide the potential client seamlessly toward a direct conversation, avoiding information overload and encouraging immediate engagement.
We extended the new visual system across all key materials, including business cards, a brand book, and presentations, to ensure a cohesive and impactful brand experience at every touchpoint. For the e-book, we prioritized a design that was truly flexible. We implemented a clean, single-column, vertical layout to ensure the content would be readable and accessible on any device—whether printed on paper, viewed on an e-reader like Kindle, or read on a mobile phone. This design choice was essential for delivering a seamless user experience, regardless of how the content was consumed.
