INSTITUTE



Identity and Branding for a Cosmetology and Aesthetic Medicine Clinic

Dmitry Krasnov
Yana Kan
Anastasia Povetkina

Institute—a clinic where the exploration of aesthetics begins from within. The doctors of the clinic are an enthusiastic group of specialists who implement the latest innovations, employ biohacking methods, and take a systematic scientific approach.

The core concept of the project is the idea of the organism's source code being improved by the doctors. We expressed this through a visual analogy of typographic and calibration grids from various measuring instruments, screens, and ocular devices. Additionally, the dotted structure evokes an association with skin pores, which can be examined under laboratory conditions.

 For biohackers, the human body is comparable to an operating system that needs protection from errors—imperfections and malfunctions. Continuing the IT metaphor, the texts are arranged following the principles of coding development: monospaced fonts, vertical column structures, punctuation marks, and other attributes inherent to programming languages. fun fact:
We had to become a regular visitor to cosmetology clinics during the research process