Iterias
Psychotherapy service
Areas
Research
Strategic design
Branding
UX/UI
Client
Clariane
Private psychotherapy in Spain is at a turning point. Public awareness of mental health is growing, yet the market has become saturated with impersonal digital platforms and underqualified practitioners, which undermines user trust.
This saturation and depersonalisation create a paradox: more people are seeking help, but it is increasingly difficult to find services that combine genuine clinical rigour with a warm, human experience.
Project challenge
Clariane, an international group specialised in care and health services, set out to create Iterias, from scratch—a psychotherapy service that would combine medical rigour with human warmth. Beyond competing in the market, the goal was to define a new paradigm in psychological care: an integrated therapeutic experience that brings together in-person sessions and digital tools, builds trust from the very first contact, and sets new quality standards for the sector.
How can we create a psychotherapy service that blends medical rigour with human warmth in a market saturated with impersonal options?
Our approach
We addressed the project holistically, covering positioning strategy, user experience, and brand identity.
Research, archetypes and value proposition
We conducted qualitative research to understand the psychotherapy sector from multiple perspectives. We combined in-depth interviews with stakeholders, prospective patients and professionals with a competitive analysis of the market.
This approach allowed us to identify the real decision drivers and develop user archetypes based on actual behaviours and needs.
Using the Value Proposition Canvas, we synthesised the insights into a clear, distinctive value proposition that articulates a commitment to clinical rigour, genuine personalisation, and tangible outcomes for patients.
Branding and visual identity
The name “Iterias” comes from the Latin iter (path). This idea of a path became the narrative thread for the entire identity, reflecting therapy as a personal process of growth rather than a fixed destination.
From this concept, we created a visual identity in which the logotype represents paths that meet, with a central circle placing the patient at the heart of care. Colours and typography were selected to balance medical professionalism with human warmth, resulting in a palette that conveys both trust and approachability.
The system is completed by a tone-of-voice guide—calm, clear and empathetic—and a brand book that unifies these elements into a coherent, practical manual for implementation.
Implementation
Iterias launched with the opening of its physical clinic in Barcelona, alongside the release of the digital platform MVP to complement the in-person experience—making access to therapy straightforward and simplifying the management of appointments and communications.
This platform is the starting point of a broader plan. Together we co-created a strategic roadmap that charts the service’s evolution in phases, prioritised by impact on patient experience and on the efficiency of the clinical team. Each future iteration is designed to deepen the symbiosis between in-person and digital care.
Impact
Iterias represents the realisation of a comprehensive vision—from strategic foundations to the digital interface. We created not just a brand, but services ready to scale, built on a solid base that ensures coherence at every touchpoint between patients, therapists and the organisation.
