PASOS CON SENTIDO
Adventure as a Tool for Personal Growth.
Visual Identity & Digital Strategy.
Pasos con Sentido is a brand founded by psychotherapist Danna Montoya—an alumni of Tecnológico de Monterrey with a master’s in Third-Generation Psychological Therapies from the University of Valencia. Her mission: guide individuals toward personal transformation using ACT, DBT, and mindfulness. With a thriving Instagram community of 24K+ followers passionate about mental health, wellness, and adventure, the project aimed to evolve her personal practice into a cohesive collective brand and solidify its presence on Instagram.
Objectives
Transition from an individual expert identity to a unified, collective brand.
Establish and position the new brand strongly on Instagram.
Research & Insights
Social media scouting and brief analysis uncovered audience characteristics, needs, and preferences.
Developed three personas—User Profile, Buyer Persona, Brand Persona—that revealed core interests: nature, adventure, hiking, personal growth, health, and physical activity.
Identified the triadic pattern in Third-Generation Therapies—behavioral, cognitive, contextual—which aligned with the brand’s pillars: wellness, adventure, and mental health.
Conceptual Foundation
Pasos con Sentido marries therapeutic practice with the symbolism of nature, framing personal growth as a mindful journey of deliberate steps. Drawing on Third-Generation Psychological Therapies—integrating behavioral, cognitive, and contextual elements—the brand’s “steps with purpose” metaphor underscores each action’s intentionality and direction. By positioning hiking as both literal and figurative movement, the name encapsulates the dual focus on progressive self-discovery and meaningful purpose. This unified concept not only informs the visual identity and narrative tone but also guides how the brand engages its community, inviting individuals to embrace a holistic path of mental wellness, adventure, and authentic transformation.
Visual Identity
Logotype
A dual-typeface treatment emphasizes hierarchy and values:
“Pasos” in Fustat (sans serif) for modernity and clarity.
“Sentido” in Corben (serif) to evoke adventure and emotional warmth.
Isotype
A trio of rounded triangles forms a compass-like emblem, symbolizing the brand’s three pillars—clinical work, personal growth, and environmental connection—while also evoking mountain peaks and forward direction. Enclosed within a circle for unity and balance, the softened triangle points lend an approachable, friendly touch that mirrors the therapeutic warmth of Pasos con Sentido. This versatile mark captures both stability and progression, guiding users toward holistic well-being.
Color Palette
A blend of greens and earthy neutrals:
Green conveys vitality, peace, and emotional balance.
Beige browns offer warmth, stability, and authenticity—reinforcing a grounded, nature-connected feel.
Elementos Gráficos
The graphic elements center on three rounded triangles—symbolizing clinical practice, personal growth, and environmental connection—enclosed by a unifying circle that evokes wholeness and ongoing discovery. Softened corners add warmth, while upward-angled layouts and subtle overlays convey forward momentum and the interplay of mind, body, and environment. These shapes are woven into backgrounds, patterns, buttons, and icons, creating a cohesive, immersive experience that continuously reinforces the brand’s promise of purposeful steps toward holistic well-being.
Style & Pattern
Gradient: Drawn from the isotype, tilted upward to signify purposeful ascent and living with intention.
Pattern: The pattern is inspired by the Sierra Madre Oriental’s contours, with upward-angled lines that echo both mountain peaks and the forward momentum of personal growth. Its non-linear paths symbolize the ongoing, resilient journey of self-improvement, while the repetition and flow reinforce balance and interconnectedness. Applied as backgrounds, overlays, and social media frames, this pattern subtly guides viewers toward the brand’s ethos of purposeful ascent and holistic transformation.
Digital Strategy
Platform Audit: Analyzed existing Instagram engagement to inform content planning.
Content Pillars: Identified six themes; created a publishing calendar by medium, frequency, format, and tone based on engagement metrics.
Templates & Assets: Developed visual templates positioning the isotype consistently, integrating high-quality images and videos.
Stories & Bio: Designed lifestyle-aligned story formats and crafted a concise bio that highlights the brand’s therapeutic focus and adventurous spirit.
