ANA VAZ AMARAL – Feng Shui

Ana Vaz Amaral | Architectural Feng Shui Identity

Context: Ana Vaz Amaral is a Feng Shui consultant operating in the high-end market. The challenge was to escape the visual clichés of the industry (esoteric symbols, bright reds, and greens) and instead position her services as a technical, architectural discipline. The goal was to create a brand that looks at home on a luxury blueprint, not just in a wellness shop.

Intangible Assets

Energetic Flow (The “A”): The core concept lies in the modification of the typography. By removing the crossbars of the ‘A’s in the “AVA” monogram, I removed the visual “barriers.” This reductionist approach symbolizes the unblocked flow of energy (Qi) and vertical elevation, aligning the logo’s geometry with the core purpose of the consultant’s work.

Symmetry & Balance: “AVA” is a palindrome. The design exploits this natural symmetry, flanked by circular elements and baseline strokes to create a perfectly balanced visual equation. This signals harmony, the ultimate goal of any Feng Shui consultation.

Digital Assets

The “Seal” Architecture: The monogram was engineered to function as a “Quality Seal.” The circular elements and high-contrast serif strokes give it the weight of a stamp. This allows the logo to be overlaid digitally onto architectural renderings or floor plans, looking like an official approval rather than a watermark.

Typographic Space: The wordmark uses wide tracking (generous letter spacing). I applied Feng Shui principles to the text itself, allowing the letters to “breathe” and ensuring the visual information feels spacious and uncluttered.

Physical Assets

Material Palettes: The color system (Stark Monochrome paired with Warm Beige) was chosen to dictate physical material choices. It suggests unbleached paper stocks, natural linens, and stone earthy elements that ground the brand in the physical world.

The Result: The identity successfully elevates the perception of the consultant. It moves the brand away from the “esoteric” and firmly into the “structural,” appealing to architects, interior designers, and luxury homeowners who view space as a premium asset.