Salvador Moshiay reached out to me to help him promote his own method, Terapia KexÕl, through physical materials. This therapeutic approach combines multiple healing techniques such as reiki, acupuncture, reflexology, family constellations, pendulum work, and Kabbalah, among others.
His brand identity lacked visual and communicative coherence. I identified the need to renew it in order to reflect his unique style and clearly differentiate him from competitors, while conveying trust, professionalism, and the originality of his work.
The main challenges were:
Defining Salvador Moshiay’s core values to apply them to the brand identity.
Unifying all existing graphic and physical materials under one consistent visual system.
Giving visibility to his unique methodology, Terapia KexÕl.
Research and Analysis
To develop the new identity, I conducted an analysis of national and international references in holistic and energetic therapies, identifying common visual trends and opportunities for differentiation.
It was observed that many brands relied heavily on saturated spiritual symbols or ornate typefaces, resulting in unclear and overwhelming visuals. This confirmed the need for an identity that conveyed elegance and simplicity simultaneously, offering a clearer and more professional visual experience.
The target audience was defined as individuals interested in personal growth, energy healing, and alternative therapies, who often face the following challenges:
Distrust toward methods that feel overly symbolic or lack transparency.
Confusion about the specific benefits of the therapies offered.
Building the new image
The first step in the process was defining the brand values, which would serve as the foundation for the entire visual and communicative identity.
Brand values
Manifestation of the unseen: Access to memories, blockages, and invisible patterns.
Closeness and human presence: A warm, safe, and respectful approach.
Subtle and conscious elegance: Gentle guidance without imposition.
Wisdom in constant evolution: A flexible and adaptive method.
Harmony and balance: A coherent, serene, and welcoming atmosphere.
Once these values were established, I translated abstract concepts into tangible and coherent elements capable of emotionally connecting with the audience and expressing the authenticity of the KexÕl method.
Colour Palette
Deep Black: Represents mystery, depth, and introspection. It connects with the unseen layers of human experience and symbolises the therapeutic exploration of the self. Aesthetically, it conveys elegance, sophistication, and an inward sense of calm.
KexÕl Gold: Symbol of wisdom, revelation, and transformation. It represents the inner light that emerges from healing and the alchemical process that occurs in each therapeutic session.
Secondary Gold: Used for subtle details, complementing the main gold and adding richness without breaking harmony.
Off White: Embodies purity, openness, and clarity. It balances the density of black and evokes serenity and spaciousness after transformation.
Typography
Headings: A serif typeface with classic shapes and soft endings, bringing sophistication without rigidity. Its humanist character connects with the symbolic and spiritual essence of the KexÕl method.
Body text: A clean, modern, and lightweight sans-serif font that ensures legibility and communicates clarity, reflecting human presence and non-judgmental listening.
Logo
The original Salvador Moshiay logo was subtly refined and integrated into the new visual identity and the KexÕl therapy system. This approach avoided inconsistencies with existing physical elements (such as the consultation sign) while maintaining continuity. The result is a cleaner, more elegant, and coherent identity aligned with the new brand direction.
Physical Materials
Posters: A new series of posters was designed to communicate the values, services, and benefits of the KexÕl method. The content was structured to explain more clearly what the therapy can do for clients, highlighting its depth and integrative nature. The posters also include Salvador Moshiay’s personal values to build trust and authenticity, showing not only what he offers but from what intention he works. The design blends clarity with elegance and visual harmony, reinforcing professionalism and emotional connection.
Business Cards: In this first phase, each card explicitly lists all the therapies Salvador Moshiay practices (family constellations, ARD method, massage, etc.) to help the audience become familiar with the breadth of his work.
The idea is that, over time, as people experience and understand his holistic approach, the concept of KexÕl will naturally become associated with this ensemble of therapies. Once this connection is established, a second redesign will focus solely on consolidating KexÕl as a unified brand.
Digital Promotion
As part of the proposal, I developed a digital strategy aimed at increasing visibility for both Salvador Moshiay and his KexÕl method, attracting new clients, and strengthening the brand’s online presence.
The plan included the weekly planning, design, and publication of static posts, carousels, reels, and stories, all aligned with the visual identity and communication strategy, and optimised through User Experience (UX) and conscious marketing principles.
However, the client decided to prioritise physical materials (posters and business cards) for this initial phase, considering them sufficient for the first stage of implementation and positioning.
Results
The new identity enables Salvador Moshiay to communicate his method in a clear, professional, and visually appealing way, effectively differentiating himself from competitors. The coherent visual and verbal language now conveys trust and closeness, helping clients understand the method and its benefits.
Both the posters and business cards reflect the depth and accessibility of the KexÕl method, supporting the acquisition of new clients and the loyalty of existing ones.
Would you like me to refine this into a more case-study-style layout (with clear section titles, spacing, and tone like a Behance or portfolio presentation)? It would make it look more polished and ready to publish.
