jekyll & hyde designs the new brand identity for Alcor, a specialist medical centre located in the province of Novara, Italy. Together with the stategist Emanuele Iovine, we have led a series of interviews both with the founder and the team, in order to understand which values guide them in what they do and to define a bold brand strategy. The aim was to underline the uniqueness of this company whose goal is to develop a new health model based on empathy, sustainability, and accessible to everyone. We have designed a visual identity system to communicate coherently through all the supports: from the website to the stationary. The Art that welcomes the patients in the centres inspired the photography art direction, which is based on metaphors, avoiding ordinary representations. Alcor aspires to become more and more a brand capable of building concrete relationships with the public, being present on the territory with different initiatives.