Nutrición con Ailé

The problem

Ailé Jiménez is a clinical nutritionist in Mexico City working in women's hormonal health. Her patients are women between 25 and 45 dealing with PCOS, hypothyroidism, insulin resistance and perimenopause. Conditions that are poorly understood, frequently dismissed, and surrounded by bad advice.

So the brand problem was not visibility. It was credibility under pressure. A patient who has spent years being told she simply needs to eat less arrives sceptical, and everything she is handed has to carry the training behind it without reading as cold.

The larger problem was that a practice like this does not run on a logo. It runs on paperwork. Clinical history forms, meal plans, follow up records, patient education, supplement guidance. All of it was being improvised.

What the work actually was

An identity, and then the system underneath it.

The identity

Thirteen colours with defined roles rather than a palette to choose from. Wine for headers and primary type, cream for backgrounds, salmon and sage for accents, a grey scale for body text and rules. Playfair Display for titles against Inter for everything else: a serif that carries professional weight, a sans that stays readable inside a form field.

Deep wine rather than the greens this category defaults to. Green in nutrition has become wallpaper.

Forty one custom icons

Hormonal cycle, thyroid, insulin and glucose, cortisol. Portion measures drawn as a palm and a fist. Meal prep containers, a fridge, market and cooking scenes. The NOM-051 warning seals used on Mexican packaging.

No stock icon set contains any of this. A nutritionist explaining insulin resistance to a patient needs a drawing of insulin resistance, not a generic apple.

Twenty four documents

Six patient education documents, six practical guides, four clinical forms, six supplement fact sheets, and the brand book.

The clinical forms are the least glamorous and the most used. A two page clinical history covering medical and family background, hormonal and menstrual history, eating habits and goals. A daily meal plan template with an equivalences column. A follow up record with anthropometric measures, subjective wellbeing on a ten point scale, and laboratory reference ranges.

The education material needed research rather than styling. The Mexican Equivalents System with real clinical values. The NOM-051 labelling thresholds. Supplement dosing that a practitioner can hand over without correcting it first.

The decision that mattered

The documents are generated from a shared design library rather than laid out one at a time.

Twenty four documents built by hand is a project that ends. The same 24 built on a library is a system that keeps working. When a clinical value changes or a document needs another section, it is regenerated rather than rebuilt, and every document stays consistent because they all draw from the same definitions.

For a solo practice with no design budget once the project closes, that is the difference between a brand that ages well and one that starts drifting the first time a form gets edited in Word.

What was delivered

Brand book, full identity, a 41 piece custom icon library, and 24 production documents covering patient education, practical guides, clinical forms and supplement guidance.

Images to be added.