Xella’s founders did not want a clinic that promises a different face. Their line was closer to restoration: the doctor as restorer, the client as a work that already has value. That is a brand idea, not a tagline to typeset later.
I built the name from their names — Xenia and Lyudmila — so it is personal and still pronounceable internationally. The wordmark is an original outline: sharp, like contouring tools or a katana, not a script font with a medical cross.
The pattern comes from kintsugi. Breaks are kept, filled with gold. I mapped that idea onto the city’s river form so the identity is tied to place, not to a generic Japanese motif. I directed naming, mark, pattern, and the broader visual system.
