In the world of plastic surgery all the processes use words such as suction, cutting, and removal. When a surgeon creates a process which offers not only this, but toning also, they need to do something differently.
The surgeon Alfredo Hoyos wanted to create a brand around his patented technique, for patients and for other doctors who want to learn about the process.
The brand was created with this in mind. The name comes from what the best do to push a company to innovate: the right questions. The logo and graphic expression were conceived so that they live in the most important deliverable: a presentation.
For the doctors a brand was created which reflects what is possible thanks to the technique. If the procedure is a question of defining the muscles in any part of the body, the title should honor that.