An Italian psychologist in London

Paolo Assandri is a psychologist and psychotherapist offering consultation sessions in London and online. His verve, likeability and direct, informal way of relating were condensed into the brand idea I am Not Freud.

Logotype

The logotype features the wordmark IamNotFreud with a bar over NotFreud, almost reinforcing the negation — but also shifting the focus onto the “I am”, the search for “what am I”, which is the goal of the psychological journey.
An icon with glasses reminiscent of 19th-century Freudian ones was also added. The denied link to Freud is thus subliminally echoed — like an ironic mirror game between the protective “father” and our being without him.

Website

The website structure highlights the content produced by Assandri, building trust and reputation around his professionalism — all within a design that communicates freshness and a light-hearted idea of life.

Social media strategy

A social strategy was developed with communication made of evocative phrases alternating with empathetic images: words and emotions that alternate like in a psychotherapy session.

Digital marketing

Promotion used a newsletter and social media Ads campaigns, including retargeting campaigns.