If you are from Guatemala City and have toured the rehabilitated Zone 4, or 4 Grados Norte or Cantón Exposición or whatever you want to call it, you have most likely noticed a particular medical building, more precisely the famous La Muela Feliz Dental Clinics.
Let me tell you, in the early 90s I was a bright kid, I worked in a hardware store near the aforementioned building and I noticed its particular architecture, ornaments, colors and shapes, years later I discovered that this set of characteristics is called "aesthetics", in those years there was nothing else to see in that desolate area, other than warehouses and factories abandoned or about to be abandoned, so that building was the only visual distraction in the area.
Today the building looks neglected but its aesthetics, a reflection of the colors of the early 90s and its characteristics have survived the passage of time.
Everyday life, as always, does its thing and what at one time was an explosive flash of Rococo, postmodern, brutal, exaggerated and kitsch chromatic, is today invisible to the eye.
I don't know the background in design, decoration and architecture, but as a design professional I can see characteristic elements for uses in a possible and hypothetical rebranding, while preserving its DNA.
If there is something that stands out in this "Visual Salad Caesar" it is its Zig-Zag and the colors, who knows if they are the originals, because it is noticeable that the sun has done its work, but of which it still preserves a certain chromatic aspect, let us explore until we discover its essence.
Hey, there is a "M" in repetition
Let's play with the corners, "Corners and Teeth" don't go together very well.
A makeover is not just aesthetic, a rebranding must consider or reconsider the company's mission, values, services, products, customer service, etc.
And so I could continue until I find the perfect color, pattern, shape, isotype, typography, of what from now on I call the LMF trend.
This aesthetic exploration is in no way intended to change the image of the dental clinic in question, what this exercise aims to do is to demonstrate that any brand has a visual DNA which should be explored as part of the brand heritage.
Remember to brush your teeth 3 times a day and use dental floss.
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