Brand identity
Previto
Phase 1 grows into a brand.
Phase 1 was briefed as a visual system around the logotype. The new funding, our conversation on 5 November and what the questionnaires surfaced point to something earlier: Previto needs a shared foundation first. Purpose, positioning, values, and one way of speaking to clinicians and to parents.
Nothing done so far is lost. The 11 questionnaire responses (226 answers), the purpose workshop of February, the study with expecting mothers and the Phase 1 visual direction all feed this programme. The visual identity continues, now built on strategy rather than ahead of it.
Listening to the clinical side.
The parents' view is already documented. What is missing is the view of the people who will bring Previto into their workflows, and of the professionals who embody the care we want the brand to carry.
A brand platform the team can use.
The visual system, built on strategy.
Fonts must be licensed for embedding in Canva. If the chosen family needs a commercial licence, that cost is yours and I present it before we commit.
The clinical study images cannot be used. Image direction works with licensable stock now and with your own material later, without the rules changing.
previto.ai, on us.
The new brand needs a place to live from day one. The website is part of this programme, at no charge: a thank you for the trust, and for the road we have travelled together.
What is not included.
Fourteen weeks, five stages.
Research
Guides, eight interviews, the midwife circle, synthesis.
Strategy
Positioning workshop in the week of 14 December. Brand platform and verbal identity in January.
Identity
Creative routes, the chosen one developed into the full system and applied to real material.
Handover
Brand book, Canva Brand Kit, files and one working session with the team.
Website
Design on a private staging link, then build and go live.
Three people, three layers.
Strategic designer / Lead
Master in Narrative Environments, UAL / Central Saint Martins, London. Trained as a designer and as an architect, with more than 30 years of practice. Former Brazil lead for EGGS Design, where the working relationship with Ulla began.
On Previto, Mau leads the programme end to end, from the research brief to the creative direction of the identity and the website.
Anthropologist / Research
Researcher with a background in Social Sciences, a Master's in Anthropology and a postgraduate degree in Service Design. Her work brings together ethnographic reasoning, structural and cultural analysis and human-centred design, to understand how people think, behave and relate to brands, products and institutions. Born in Recife, based in São Paulo.
On Previto, Paula runs the research: the interviews with clinics and hospitals, the midwife circle and the synthesis.
Design strategy / Workshop
His interests meet in three areas: turning expertise into products, into systems, and into humour, often through transformative workshops.
On Previto, João designs and facilitates the positioning workshop and shapes the brand platform with Mau.
doisemes® works with a curated creative community, activated per project. Three people on this one, each in their layer.
Brand identity.
Agreement model: direct, billed by doisemes, with no Femtech Studios side on this project. The DaNBAN 15% (Model C, Switcharoo) comes to DKK 15 150, fixed at NOK 22 170 and taken here in full: it covers the second Phase 1 instalment and the remaining balance. Phase 1 is absorbed into this programme.
Instalments: NOK 34 570 on start, NOK 40 330 after the workshop, NOK 40 330 on delivery. Invoice 26.0110.1 (NOK 16 500) is folded into the first instalment: if it is still open, it is cancelled and replaced; if it has already been paid, the first instalment comes down to NOK 18 070.
Terms.
In NOK, exclusive of MVA. Reverse charge applies, omvendt avgiftsplikt, ref. mval. § 3-30 and § 11-3. VAT is accounted for by the recipient.
Three instalments as above. Net 14 days from invoice. Late payment carries a 10% fee on the amount due.
On approval, this proposal becomes an addendum to the Services Agreement for Phase 1, which it extends and replaces in scope and fee.
Website platform and domain billed to Previto directly, so ownership stays with Previto from day one.
Valid for 30 days from the date above. After that it is reviewed for timeline and availability.
Changes to scope or schedule are assessed together and may move both the plan and the cost. Nothing is billed without agreement first.
Full rights to the delivered brand transfer to Previto on final payment. Font licences are held in Previto's name.
If cancelled after start, Previto pays for work done to that date, plus 20% of the outstanding balance.
Work and research sessions are remote. Any travel requested is quoted and approved separately in advance.
doisemes may show the work in its portfolio after public launch, or later if you prefer.
Takk, Ulla.
Say the word and we start.
maumedeiros@doisemes.design