Seda is a psychology practice in Madrid with a care-led approach to therapy. Its name evokes the softness and warmth of silk, while the transformation from silkworm to butterfly offers a metaphor for personal change and the therapeutic process.

The colour palette translates these ideas into a warm, calm and contemporary identity. The combination of tones is intended to convey trust and approachability, balancing a welcoming character with the professional grounding of the practice.

Refined typography adds a distinctive voice without overwhelming the message. Delicate serif details and a light visual character support the sense of care, creating a balance between clarity, warmth and restraint.

The imagery extends this approach through attention to detail and diversity in representation. Together, the visual elements reflect the practice’s focus on accompanying people as they understand themselves, work through difficulties and grow.