These days I'm starting a new design project to articulate the vision and brand identity for a retreat center and healing space in Brazil.
I've been exploring what language to use to encompass the integrative nature of the several alternative medicine practiced at the center like Acupuncture, Chinese medicine, Ayurveda, Anthroposophy, Breathwork. Essentially, the premise of these millenary practices is that they promote self-awareness by engaging mind, body and spirit.
They believe that our emotions have a direct impact on our physical health, and through a series of habits, daily practices and self-knowledge tools, the patient can regain a better understanding of the causality of their sickness and reclaim balance from within.
By providing holistic care, we help the patient transition from passive sickness to self-empowered health.
Imagine a cancer patient who has decided to treat his sickness 'the natural way' instead of going through the horrible chemotherapy and radiation process. Or a woman who just got divorced and needs to find her center again, understand the shadow part of her psyche and call-in a vision for her new chapter in life. Or a young executive who wants to take a break from his stressful job, to do a detox program and finally sit down to write his book.
All these people are going through health problems and deep personal struggles due to high stress, an imbalance in their immune system and emotional distress. They need to be treated holistically.
The retreat center is a beautiful healing residence with a loving atmosphere where patients can stay for prolonged periods, with healthy and mindful eating, detox from heavy metals and pesticides. Recovery program includes mental, physical and emotional therapies: through awareness of habits, nutritional education, centering practices like yoga, tai chi and meditation, and self-knowledge practices like biography narrative therapy, dream analysis, psychotherapy, shadow work.
What can we call a service that treats these modern diseases with an integrative approach? What language sounds less naive and new age, and instead presents a viable and serious alternative to common health care received at hospitals and insurance providers, or simply just aren't easy to be found?
How does self-empowered health sound?
As in taking the responsibility for healing in your own hands. By being empowered with the right tools to reclaim a healthy lifestyle through your choices.
Vintage medicinal plant scientific illustrations published in 1887 in Germany by Franz Eugen Köher Medizinal-Pflanzen.